Family bakers Warburtons has launched a new campaign aimed at boosting the nation’s fibre intake.
The campaign created by Brahm aims to position Warburtons as: ‘The Nation’s Fibre Provider’ and focuses on three of Warburton’s fibre-rich loaves: Wholemeal, Stoneground Wholemeal and Wholemeal Fibre Boost.
In-store, each fibre-rich Warburtons loaf will feature a specially designed on-pack icon: ‘The Nation’s Fibre Provider’, to help consumers identify the relevant products.
The campaign will raise awareness of this important issue through online banner adverts and magazine advertising in women’s press and Sunday Supplements, throughout September.
Meanwhile, a dedicated microsite, developed by Swamp includes information for consumers to find out more about fibre and details recipes from nutritionist, Jane Clarke.
Consumers can also calculate their fibre intake using the online fibre counter, which includes a database of more than 1,000 popular food items. There is also an opportunity to enter a free prize draw to win a well-being spa break at Ragdale Hall.
Paul McGann, Director at Brahm said: “Research has shown a big gap in average daily fibre intake, which could have an impact on the nation’s health in later life. The British Nutrition Foundation advise normal adults should strive for 24g of fibre per day, but in reality most adults manage just half that”.
Vanessa Railston, Marketing Manager at Warburtons, commented: “By highlighting the fibre content of Warburtons products and a range of other popular foods we hope to boost our consumers’ fibre levels. Small changes can make a big difference towards achieving a healthier balanced diet”.