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Warburton's boss breaks bread with The Drum to talk strategy

The nation's favourite bakery brand has recently launched a £10m campaign to take Warburtons into the next stage of its development. Richard Hayes of Warburtons talks to The Drum.

It is the first ad campaign that the brand has launched since moving its advertising campaign to RKCR/Y&R in September 2009 from BBH and will see the brand leave behind its 'Bakers Born and Bred' strapline that has seen the brand grow from Lancashire's leading bakery brand to the UK's market leader. The new TV ads will also look to further differentiate the Warburtons brand from its main rivals, Hovis and Kingsmill. Speaking to The Drum Hayes explained: “This is all about the stage of evolution that the Warburtons brand is at right now. 'Bakers Born and Bred’ was a summary of what is authentically true about Warburtons when they were introducing the brand to people out with our northern heartland. The brand proposition ‘Bakers Born and Bred’ was a great introduction that stressed our family values and bakery expertise to people in the south of the country who were not familiar with us and it has done a brilliant job during the introductory period." Hayes also went on to outline why the company has recently expanded into the snack category with the launch of Chippiddy Doo Daa pitta chips and SnackaDoodle wholegrain snacks.

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