"Warburtons is expanding its distribution into our leafy corner of England in a bid to achieve the sort of market share that it's got with northerners.
"The buses, designed to look like a loaf of Warburtons, are part of an integrated campaign including sampling, in-store radio, six-sheets and shopping trolley advertising.
"While it's unlikely that I'll develop a taste for chip butties I'm sorely tempted to try the product, with some smoked salmon, as long as someone cuts the crusts off beforehand of course."
Medium: Viacom Outdoor buses
Media planning: Steve Henderson at MindShare Specialist Portland
Outdoor Creative: In-house at Viacom
Brief: Raise awareness of Warburtons in a non-heartland area