Warburtons advertising & marketing assignments

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Selected Warburtons advertising

Family-run baker Warburtons experienced dramatic growth in the 2000s. Its flagship brand became Britain's best-selling packaged bread during 2007, overtaking long-time champion Hovis. It is also now one of the country's biggest selling grocery products, having grown beyond its traditional roots in the North to establish a national following. There are now 12 bakeries around the country and the core range of sliced loaves is accompanied by an extensive range of other products including crumpets, wraps, bagels and pancakes. Nielsen (in The Grocer) estimated combined retail sales of £626m in 2018, making it the 6th biggest brand in British supermarkets, and mopre than twice the size of Hovis. After a slowdown in performance in 2009 following a marketing-enhanced surge from Hovis, Warburtons responded with its own marketing push, offering an entertaining ad campaign in which the normal work of producing loaves was given epic dimensions with dramatic music and emotions. These underpin the company's motto of "We care because our name's on it". Subsequent campaigns have been even more extravagant, roping in Sylvester Stallone, the Muppets and comedian Peter Kay to add celebrity firepower. In its most prestigious celebrity endorsement to-date, a new ad debuted in 2019 starring Robert De Niro. However, the market remains fiercely competitive. Privately owned parent company Warburtons 1876 Ltd reported sales for the year to September 2018 of £519m, down 6% on the year before, and the group reported a net loss of £10m as a result of substantial impairments and other costs associated with the closure of one of its factories. Jonathan Warburton is executive chairman, and several of his brothers and cousins work within the business. Their great-great-grandfather Thomas Warburton founded the bakery on Bolton, Lancashire in 1876.

Capsule checked 8th July 2019

Which agencies handle advertising for Warburtons? Find out more from Adbrands Account Assignments.

Who are the competitors of Warburtons? The two main competitors in sliced bread are Hovis and Allied Bakeries. See Food Sector index

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Historical profile information for Warburtons

Recent stories from Adbrands Update:

Adbrands Social Media 13th May 2019: "GoodBagels". Here it is at last: Robert De Niro's Warburtons ad. The team at agency Engine must have fallen off their collective chairs when the legendary film star accepted their proposal. But here he is, following in the footsteps of Sylvester Stallone, The Muppets and Peter Kay to trade banter with Warburtons CEO Jonathan Warburton. In truth, the ad itself is pretty lame, trading on that hackneyed mafia routine that has defined De Niro's screen personality for two decades or more. (The Peter Kay film was more imaginative). But even so. Robert De Niro. For humble British bakery Warburtons. Who would have imagined it?

Adbrands Weekly Update 5th Oct 2017: Ads Of The Week: "Pride & Breadjudice". Forget Sylvester Stallone, forget the Muppets; WCRS tops both its previous campaigns for British baker Warburtons with this really rather wonderful epic starring beloved local comedian Peter Kay. It's not just that it's funnier than its predecessors, but Bolton-born Kay is the perfect fit with Warburtons cherished Northern heritage, far more suitable than those previous US imports. Even international viewers unfamiliar with Kay's lad-next-door charms will be won over by the multiple gags in this brilliantly conceived Jane Austen-inflected parody. Just great.

Adbrands Weekly Update 19th Nov 2015: Ads Of The Week: "The Giant Crumpet Show". British baker Warburtons goes the full spectacular this week with a lavish campaign to launch - of all things - a giant crumpet. WCRS have done a fine job of making this work (better arguably than with the Stallone ad), and it brings back fond memories of the original Muppet Show which brightened our childhood Sunday afternoons. We have no idea how much it must cost to sign up the entire Muppets crew for an endorsement like this when they don't have a movie of their own to promote, but it can't be cheap. Let's hope they sell a few crumpets.


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