RKCR/Y&R is to launch its first campaign for Warburtons aiming to drive brand differentiation and build relevance with consumers by showcasing the brand as a caring family bakers dedicated to baking the highest quality bread.
The first of two creatives, an epic 60” TV and cinema spot features a heroic Warburtons delivery driver as he prepares for his daily journey.
The film takes an ordinary scene - the daily departure of the bread delivery vans from a Warburtons bakery – and exaggerates it for dramatic effect in keeping with an emotional farewell scene from an epic Hollywood feature.
The viewers can see the meticulous care and attention that Warburtons employees take over preparing their bread and vans for the morning mission.
The camera follows the driver through the bakery floor as he passes various dedicated employees passionately displaying their baking skills.
The spot culminates with the entire Warburtons workforce, the cast of which includes real Warburtons employees and cameos from real members of the family, proudly waving the loaded vans off as they embark on their journey delivering bread across Britain.
With the aim of reinforcing Warburtons as a high quality, caring and family brand the campaign encapsulates the dedication that all the workers at Warburtons put into the baking process.
The film ends with the new campaign line “Warburtons. We care because our name’s on it” showcasing that it is the people behind the bread that guarantee its quality.
Stressing the care and attention that goes into every single loaf of bread that is made in the factory, Warburtons will also launch a second ad in April.
The films will be accompanied by light hearted print and online executions, also featuring real Warburtons employees and suppliers.
“As the UK’s number one family baker, Warburtons take great pride in providing the very best quality and service to our customers and consumers,” said Marketing Director at Warburtons, Richard Hayes.
“We are delighted with the latest work which expresses the unique personality of our brand and business in a striking and memorable way.”
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