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Warburtons appoints Clarion Communications and Weber Shandwick to promote new campaigns


By The Drum Team, Editorial

February 10, 2012 | 2 min read

Warburtons has appointed Clarion Communications and Weber Shandwick to promote two marketing campaigns launching this month.

Clarion, which is currently retained by the brand to run a consumer and trade press office, as well as handle all social media, will be expected to drive national consumer, trade and digital coverage; while Weber Shandwick will handle all regional consumer activity.

Warburtons is spending £2 million on a balanced diet campaign, as well as a £8.2 million six-month breakfast marketing campaign being set to launch next Wednesday with the aim of encouraging the public to eat more bakery products at breakfast.

The campaign will include media partnerships with Magic and MSN, press, TV and radio advertising and in-store marketing, and will also have a social media focus.

Megan Harrison, marketing controller for Warburtons, said: "We're looking forward to working with Clarion and Weber Shandwick to generate excitement around the breakfast occasion.

"We are investing heavily in marketing and PR to support our new product developments within the breakfast occasion and as the UK’s leading bakery brand, with a wide range of high quality, best-selling bakery products, Warburtons is in a great position to help create excitement around breakfast and drive further sales."

The announcement follows Richard Hayes leaving his role as marketing director of Warburtons earlier this week.


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