Warburtons unveils a new strapline and logo in its latest TV ad.
Using the line ‘we care because our name’s on it’, the 60 second ad shows an ordinary working day at the Warburton’s factory. Yet, when the one millionth loaf comes to the end of the factory conveyor belt the family of employees burst into a roar of celebration… only to find that when everyone regains their composure and the one millionth and one loaf is made, the same excitement is triggered.
The idea is to convey the depth of passion and care that goes behind each loaf.
The bread maker has switched its corporate colour from red to orange in order to present a more contemporary expression of the brand, drawing on the bakery's historical branding colours.
The TV campaign is supported by regional targeted press and online executions.
Richard Hayes, marketing director at Warburtons, says “We are passionate about providing the very best quality and service to our customers and consumers. Our latest advert builds on the success of our last campaign and communicates that we care more.”