Warburtons has followed up its blockbusting Sylvester Stallone and Muppets ads by enlisting Peter Kay to tell the story of the bakery's origin as a classic period piece, with him obviously in the lead role as founder and humble seed salesman Thomas Warburton.
The 180-second advert from WCRS and Another Film Company takes inspiration from Mr Darcy and Pride and Prejudice, playing out as a full-on period piece crammed full of references to Kay’s humour, Ghost, and more. This narrative plays out in the form of Kay delivering a grand television piece to chairman Jonathan Warburton while pocketing as many baked goods as he can. It swiftly becomes apparent he’s pulling a heist rather than sincerely sharing his dream.
Naturally this offers the perfect opportunity for Kay to pull out his "garlic bread" catchphrase and make reference to his John Smith's ''Ave It" advertising. It will premiere in its entirety on ITV on Saturday evening 7 October, and is, Warburtons assures The Drum, “a creative adaptation of the true story behind Warburtons’ beginnings as a family business”.
Jonathan Warburton said: “I’m very proud to see my family’s story on the big screen and think Peter makes a brilliant Thomas Warburton. It’s been fantastic working with a fellow Boltonian - he really captures Warburtons’ personality and highlights just what makes our Seeded Batch loaf so special.
“There’s a reason it’s one of our best-sellers. Needless to say, it was a lot of fun to film and we’re looking forward to entertaining families once again across the country.”
Kay credited the company’s advertising efforts to its national prominence. “They're a family company who aren't frightened to invest in the right advertising campaigns to sell their products.”
He outlined that, after it became his signature catchphrase, Kay can’t so much as even buy a garlic bread in the supermarket. "Because of the success of my catchphrase I can no longer buy it in supermarkets without being incredibly self-conscious. It took me 20 minutes to find it the other week. Frantically searching up and down the aisles but I was too shy to ask anybody.”
In support of the ad, there will be activity across out of home, digital, social and PR.
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