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By The Drum Team | Editorial

February 13, 2012 | 2 min read

Warburtons is set to run an £8.2m integrated marketing campaign highlighting breakfast as a priority meal and the role that the brand can play within it.

The campaign will also showcase new products from the brand as it aims to attract new consumers and drive sales within the category, with activity set to run across television, digital, consumer press, radio, PR and in-store marketing, while a media partnership has also been struck with MSN.co.uk and Magic FM.

DJ Neil Fox also front the ‘Taste Challenge’ on the MSN microsite, which aims to position the brand as a champion of healthy breakfasts.

Megan Harrison, marketing controller for Warburtons, explained: “2012 is an exciting year for Warburtons and bakery as a whole. We are investing heavily in marketing and NPD 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 great position to help create excitement around this occasion and drive further sales. We’re looking forward to seeing the growth it produces for the category, the Warburtons brand and our customers.”

James Hayr, head of specialist sales at Microsoft Advertising, added: “We’re excited to be working with Warburtons & Mindshare Media UK to help Britain enjoy a tastier breakfast. We worked closely with Magic FM to produce an integrated cross media partnership producing original, useful and entertaining content for the MSN user. The idea was to help Warburtons ‘own’ mornings on MSN, helping the brand to associate itself with nutritious breakfasts and good mornings.”

TV activity will run from Wednesday (15 February) with advertising handled by Rainey Kelly Y&R with media by Mindshare and the website developed by Real Time Media.

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