RKCR’s latest campaign for Warburton’s is cause for Celebration
March 4, 2011
Creative agency Rainey Kelly Campbell Roalfe highlights the meticulous care and attention that goes into each and every Warburton’s loaf with its latest advertising campaign for the family baker.
Breaking on 03 March the campaign aims to dramatise Warburton’s strap-line ‘we care because our name’s on it’. RKCR/Y&R create a feeling of heightened emotion and warmth towards the brand and the people who make the bread by highlighting the workforce’s ecstatic joy at the creation of every single loaf.
The epic 60” TV campaign shows an ordinary working day at the Warburton’s factory. Yet, when the 1 millionth loaf comes to the end of the factory conveyor belt the family of employees burst into a roar of celebration with laughter, music, balloons and hugging… only to find that when everyone regains their composure and the 1 millionth and one loaf is made the same excitement is triggered, exuding the depth of passion and care that goes behind each loaf.
The film ends with the new campaign line “Warburtons. We care because our name’s on it” showcasing that it is the people behind the bread that guarantee its quality. The ad also reveals Warburton’s new logo and packaging for the first time; the corporate colour has switched from red to orange in order to present a more contemporary expression of the brand and draws on the bakery's historical branding colours.
The TV campaign is supported by regional targeted press and online executions.
Richard Exon, Chief Executive of RKCR/Y&R says “Warburtons is a fantastic business and a great brand. This latest episode in the campaign further underlines the love and commitment they put into baking the country’s best bread.”
Richard Hayes Marketing Director at Warburtons says “Here at Warburtons, the UK’s number one family baker, we are passionate about providing the very best quality and service to our customers and consumers. Our latest advert builds on the success of our last campaign and communicates that we care more.”