Ogilvy and Mather is launching its first television work for Warburtons
bakery with a pounds 5 million advertising campaign starring Derek, a
fictional junior member of the Warburton family.
The campaign, which aims to highlight the close involvement of the
Warburton family in their bakery business, was written and art directed
by Patrick Collister, O&M’s executive creative director, and directed by
Graham Fink through Paul Weiland Films.
O&M has created two 30-second ads and six ten-second spots promoting
Warburtons bread and ‘morning goods’. In all the ads, Derek is
universally popular with animals and children because of his constant
supply of bread and cakes - much to the annoyance of two of his peers.
The first ad, entitled ‘fish’, opens on two boys fishing. They spot
another boy, who is also fishing, using bread instead of maggots for his
bait. ‘Hey, he’s using bread,’ exclaims one of the boys. ‘Yeah,’ replies
the other in a gloomy voice. ‘He’s Derek Warburton.’ Moments after
casting his line Derek lands a monster fish. The endline reads:
‘Warburtons, family bakers since 1876.’
The ten-second spots are all in the same vein, but focus on the baker’s
‘morning goods’ such as teacakes, crumpets and Blackpool Milk Roll.
Collister said: ‘The ads tread the fine line between the real and
imaginary Warburton family. It would be difficult to use the real
children in advertising.’
The ads break this week and run for six weeks across Warburtons’
heartland trading areas - Granada and Yorkshire Tyne Tees. Media
planning and buying are through the Network.