Campaign Don’t do the everyday, every day
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Premiering this weekend: New Warburtons ad ‘Pride & Breadjudice’ sees Peter Kay prove that all you knead is love

Warburtons - the UK’s largest bakery brand1 - is bringing romance and nostalgia to the bakery aisle with its newest ad campaign, Pride & Breadjudice, which features Peter Kay in the starring role. 


Premiering this Saturday evening on ITV in a special one-off slot, the 180-second advert features all the key ingredients of a good period drama and forms part of the brand’s newest integrated campaign which seeds consumers with a taste of Warburtons’ family heritage.


Continuing the theme of Warburtons’ previous ad campaigns, the creative begins with Peter Kay pitching his concept for a steamy television period drama to Jonathan Warburton in his office. Caught up in a mix of enthusiasm and emotion, Peter describes an epic tale of passion, flour, and a woman stood on a hill, unveiling the love story between Thomas and Ellen Warburton and providing a tongue-in-cheek glimpse into how the bakery business first began 141 years ago.


A creative adaptation of the true story behind Warburtons’ beginnings as a family business, Peter puts himself in the lead role of Thomas Warburton. Thomas is a seed salesman who falls in love with Ellen amidst a flurry of frilly shirts, top hats, horse riding, clichés, and even some suggestive kneading, as they bond over the creation of Warburtons’ Seeded Batch loaf. All the while, Peter brings the story to life using a combination of his much-loved comedic humour and taking inspiration from the nation’s favourite literary and on-screen lotharios.


The latest campaign follows in the footsteps of Warburtons’ previous creatives - The Deliverers featuring Sylvester Stallone,and The Giant Crumpet Show featuring the Muppets - which signalled a significant change in the approach to advertising within the bakery sector and highlighted the commitment of the UK’s leading bakery brand to growing the category.


Jonathan Warburton, Chairman of Warburtons, said: I’m very proud to see my family’s story on the big screen and think Peter makes a brilliant Thomas Warburton. It’s been fantastic working with a fellow Boltonian - he really captures Warburtons’ personality and highlights just what makes our Seeded Batch loaf so special. There’s a reason it’s one of our best-sellers! Needless to say, it was a lot of fun to film and we’re looking forward to entertaining families once again across the country.”


Commenting on his new starring roll, Peter Kay said: “I’ve thoroughly enjoyed the whole experience of working with Warburtons in their new commercial and I’m so excited for people to see the final product. It looks and sounds beautiful.”


Directing Pride & Breadjudice was Declan Lowney of Another Film Company, while Art Direction and Copywriting was led by WCRS Creatives Gina Ramsden and Freya Harrison, Creative Directors Andy Lee and Jonny Porthouse, and Executive Creative Director, Billy Faithfull.


Billy Faithfull, Executive Creative Director at WCRS, said: Warburtons takes baking seriously but never themselves. That’s the Warburtons way. We’ve always created Warburtons campaigns with this philosophy in mind, and the question ‘What would no other 141 year-old Bakery business do?’ Let Peter Kay loose with the family history, that’s what. Not to be outdone by the Muppets and Sly, Peter insisted the script was dense with gags. So, we wrote and we wrote. So much so, that it spilled over into an extra minute. Well, you live and you learn. And you laugh, hopefully!”


Supporting the new TVC, a fully integrated approach will see the latest creative for Warburtons rollout across all channels courtesy of a comprehensive OOH, digital, social and PR strategy which will deliver an increased brand presence across the UK over the following weeks.


In the UK, currently 99.4% of households purchase Wrapped Bakery products2 and Warburtons is the long-standing category leader in Wrapped Bakery, with a 24.1% unit share1. A fifth-generation family business, it currently has more bakeries across the UK than any other baker.




1.    The Nielsen Company, Total Coverage, Unit Sales, 52 w/e 09.09.17

2.     Kantar Worldpanel, Wrapped Bakery Penetration, 52 w/e 10.09.17

  1. The Grocer Magazine, Nielsen Britain’s 100 Biggest Grocery Brands, March 2017, based on Nielsen value sales 52 w/e 31.12.16


4.    Kantar Worldpanel, Brand Footprint Survey, May 2017

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