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By Ishbel Macleod, PR and social media consultant

January 7, 2013 | 3 min read

Warburtons has unveiled its new integrated consumer campaign, the first created by agency WCRS for the bread brand.

The campaign, which launched on Friday 4 January, focuses on the idea ‘From our Family to yours’.

Directed by Anton Vissier, the series of three ads is based upon the fact that Jonathan Warburton receives a large amount of correspondence each week praising the brand’s products.

Billy Faithfull, creative director at WCRS said, “Discovering the letters that passionate, often eccentric, fans of Warburtons regularly send to Jonathan Warburton was like excavating a rich seam of precious metal in a mine. Serendipity of the highest order for us as a writing team. It was nothing short of a delight to delve into them to create a string of lovable characters to deliver the messaging. We hope people love them as much as we did writing them. ”

The ads each focus on a product - Warburtons Crumpets, Warburtons Half & Half loaves and rolls, and Warburtons Soft White Farmhouse loaf – with a person telling Jonathan Warburton the effect the brand has on their life.

Mark Simester, marketing director at Warburtons, said: “Warburtons is a much loved brand, with over 135 years experience in producing quality, fresh and delicious bakery products. Building on our strengths, our new marketing campaign will future-proof the brand and the category by demonstrating its ability to meet the needs of families today and driving products in strategic growth sectors.

“This demonstrates a first for Warburtons as we feature specific products, not only driving brand awareness but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future.”

Warburtons consumers are very vocal about their passion for our products and Jonathan receives thousands of unique, quirky and wonderful letters from consumers saying just how much they love our products and the role it plays in their varied lives and this inspired our advertising. Each ad starts with a TV voiceover narration which begins with “Dear Jonathan Warburton…” This creative is brought to life further in radio and digital advertising and Jonathan is expecting a huge increase in correspondence following the launch.”

The TV campaign will be supported by an integrated media push across radio, PR, digital display, social media, sampling and in-store. In the radio the ‘From our Family to yours’ idea is brought to life in the form of voicemails left for Jonathan Warburton.


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