Warburtons has unveiled its biggest ever marketing investment in the Bakery category with a new, £16m campaign. Fully integrated across a mix of consumer media, lead by advertising on mainstream TV with a doubled investment compared to last year. The campaign will have a strong focus on key products and give the brand a high frequency presence across every channel including TV, radio, digital, PR, sampling and in-store activity.
The Warburtons campaign for 2013 begins with a heavy-weight three month burst of activity in the New Year, focused on maximising the opportunity to grow the Bakery category at the Breakfast occasion. The Breakfast activity kicks off with the launch of three new TV adverts, featuring Warburtons Crumpets, Warburtons Half & Half loaves and rolls, and Warburtons Soft White Farmhouse loaf – communicating the key product benefits in an emotionally engaging and motivating format proven by consumer research to have strong appeal to mass market families. Further products including Brioche, the UK’s number 1 loaf, Toastie and Seeded Batch will be supported through the fully integrated campaign.
Mark Simester, Warburtons Marketing Director, comments: “Warburtons is a much loved brand, with over 135 years experience in producing quality, fresh and delicious Bakery products. Building on our brand strengths, our new marketing campaign will future-proof the brand and the category by demonstrating its ability to meet the needs of families today and driving products in strategic growth sectors.
“This demonstrates a first for Warburtons as we feature specific products, not only driving brand awareness but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future.”
The ‘From Our Family To Yours’ creative platform highlights Warburtons as a family business which understands other families, offering a wide range of Bakery products to meet their every need and committed to continued innovation in order to do this.
