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Warburtons

Warburtons’ Half and Half promoted through split-media ads

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By Ishbel Macleod, PR and social media consultant

April 22, 2013 | 2 min read

Warburtons has today unveiled a split-media digital execution for its Half & Half loaf at The Chiswick Towers.

Created by WCRS, the ad features one half of the Warburtons Half and Half loaf on either side of the M4.

Megan Harrison, marketing controller for Warburtons, said: “The uniqueness of this digital outdoor display advertising represented a brilliant opportunity for us, not only from a media perspective, but also to reach a high volume of our target audience with a simple, yet impactful idea.”

Billy Faithfull, creative director for WCRS, added: “Product insights are always invaluable. And here we had a wholesome one staring us in the face. It’s called Warburton’s Half and Half because it’s made using half wholegrain and half white flour. So why not celebrate that, and engage consumers by splitting the ad in half? It couldn’t have been simpler. And hopefully, it’ll give drivers at least one charming moment as they fly down the M4.”

This follows the ‘All Ends’ loaf which Warburtons sent to social media fans, after the April Fools prank led to a positive response.

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