The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

February 7, 2014 | 2 min read

With Pancake Day fast approaching (Tuesday 4 March, in case you were wondering) bakery brand Warburtons has unveiled the next instalment of its ‘From Our Family to Yours’ campaign, this time focusing on its refreshed pancake range.

Spearheaded by a new TV commercial directed by James Griffiths (Moxie Pictures), ‘Three’s a Crowd’ tells Harry’s story. Deeply in love with his best friend Madison, her head is turned by new boy Kai and his extravagant pancake topping ideas. Just when Harry thinks he’s lost his girl for good, she sees through Kai’s bells and whistles and realises which boy (and pancake) is right for her.

In addition to the TV advert a series of outdoor executions will also run, with all channels driving customers back to the Warburtons Facebook page, where fans will be able to discover even more pancake possibilities. A simultaneous regional press and TV campaign for Warburtons Crumpets will also run north of the border.

“Our latest advert will introduce consumers to the world of pancake possibilities and looks to explode the usage of Pancakes by showing how busy family can enjoy pancakes at any time of the day, hot cold, or topped,” remarked Megan Harrison, Warburtons portfolio and brand director.

Advertising agency WCRS’ creative director Billy Faithfull added: “Growing up is hard. That’s an unassailable truth. There will be heartbreak and loss. Whoever you are, there will always be bigger, cooler, better looking boys than you ready to steal the heart of the girl that stole yours. In a world of white-washed ad-families, it takes a bold client to allow its agency to explore this insight with its consumers, and some very clever writing and storytelling to weave a range of seriously tasty and versatile pancakes into the narrative. All is not lost, of course, and as the little lad in the ad says, life is just like the Warburtons Pancakes range, full of endless possibilities, and things don't always turn out the way you think they will.”

The letter writing idea that runs through Warburtons current advertising came from the huge volume of letters Jonathan Warburton, fifth generation family member and brand chairman, receives every week about his bakery products.

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