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RKCR/Y&R launches TV ad campaign for Warburtons

February 14, 2012


Creative agency Rainey Kelly Campbell Roalfe highlights just how much consumers love the taste of the UK’s number one bakery brand’s products for breakfast, in its latest TV ad for family bakers Warburtons, breaking on 15 February.

The latest TV ad, forms part of Warburtons £8.2m integrated marketing campaign aimed at driving both sales and category growth within bakery at the Breakfast occasion, by reminding people just how tasty the Warburtons product range is.

The campaign highlights breakfast as a priority meal and demonstrates the important role Warburtons bakery plays within it. Showcasing a range of products, we see consumers enjoying Warburtons products for breakfast that are then attracted to an advert in the paper / on radio. Something triggers their interest and we see our hero cast, joined by a cast of hundreds in a race to the Bakery to apply to become an official Warburtons Taste Tester – an opportunity that may become a reality for a few lucky people.

The fully integrated campaign includes a mix of TV, consumer press, radio, PR and social media, as well as a media partnership with Magic and MSN, plus in-store shopper marketing activity. Warburtons Breakfast push aims to encourage the nation to consider bakery at Breakfast, while also promoting the taste tester opportunity.

Those consumer who apply to the Warburtons website or Facebook page and tell the family baker why they love the taste of its products, will have the chance to become an official Warburtons Taste Tester for the day.

Mark Roalfe, Chairman and Executive Creative Director at RKCR/Y&R says “This work brings to life the special love people all round the nation have for Warburton’s products. We wanted to build on our previous campaign for Warburtons to show that not only is it the nation’s favourite bread, buts it’s also the nation’s best tasting bread.”