Warburtons welcomes consumers 'to the family' in new TV spot

The latest Warburtons campaign is aimed at promoting the bread as the UK's favourite family baker.

The ad, created by Bartle Bogle Hegarty, extends the proposition that people who enjoy Warburtons feel like they are part of the family - and even goes so far as to suggest they would change their name.

The ad starts with a Japanese businessman arriving in the country. He begins to notice that every name he sees appears to be Warburtons, from the side of vans to the backs of football shirts.

As this goes on, he realises that every name is Warburtons and becomes increasingly confused and nervous, before finally being welcomed into the Warburtons fold after tucking into some toast in his hotel room.

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