Bartle Bogle Hegarty has won the pounds 3.5 million advertising
account for Warburton’s, the UK’s largest independent baker.
The appointment, which was ratified during a board meeting on Tuesday,
comes after discussions between the family-run company and BBH, Leo
Burnett and St Luke’s.
The incumbent of three years, Ogilvy & Mather, declined to repitch for
the account when news emerged that the Bolton-based company had
approached the Advertising Agency Register (Campaign, 3 April).
Media planning and buying is unaffected and will remain with the WPP
media operation, MindShare.
O&M’s last major television campaign for the baker starred Derek, a
fictional junior member of the Warburton family.
BBH was awaiting formal notification of its appointment as Campaign went
to press but it is understood the agency will work on a branding
strategy and, in particular, the role that family values and the need to
make the brand contemporary will play in future ad campaigns.
Warburton’s, founded as a corner shop in 1876, focuses on its wholesale
bakery business and is the leading bread brand in the Lancashire,
Yorkshire and Tyne Tees TV regions, although it is facing intense
competition from supermarket own-label rivals.
The company plans to expand nationally but is understood to have
stipulated that it will not distribute to outlets more than 75 miles
from its bakeries, in order to maintain product freshness.