MEDIA CHOICE: Jeremy Lee, Campaign's media reporter, picks Warburtons bus sides for its launch in the south east

"Being a good Home Counties boy (or a soft southerner, depending on your point of view), I've never been a fan of black pudding, pigeon racing, post-pub fighting or chip butties. But the Bolton bakery Warburtons is attempting to change my bread-eating habits with a fleet of liveried buses, through Viacom Outdoor, which are touring the genteel streets of the south east.

"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."

Client: Warburtons

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

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