Warburtons wants to convey its heritage in the bread-making business. Ads featuring family members and interactive TV are used.
Warburtons is a family owned and run business based in Lancashire. Originally founded in 1876 in Bolton the company is now Britain's largest bakery brand. Ten years ago it launched in Scotland, Wales and Central England with full distribution across southern England. To mark this milestone it ran its first-ever national advertising campaign using former strapline "Bakers Born & Bred" to highlight its heritage. A key goal was to reinforce the brand's values among new southern consumers and promote its status a family-owned company.
Build knowledge of the tradition of Warburtons particularly among southern consumers.
Three different ads were made featuring two members of the family, Jonathan and Brett Warburton. At the end of the ad viewers are invited to get in touch with the pair via email.Interactivity was added to the campaign to help communicate the brand's family credentials, particularly to southern consumers who were not as familiar with the brand.The DAL also offered consumers the chance to win a holiday to Disneyland, in line with the family values message.
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The interactive activity was researched via the SkyView panel and revealed that 140,000 households interacted with the advert and 9,000 of them came back to see the DAL again.On average interactors spent 4 mins and 2 secs with the brand with 50% spending at least 4 minutes there, significantly higher than the norm of just over two minutes and twenty secondsInteractors were 41% more likely to agree that Warburtons is a "family-run business", 43% more likely to agree that they are "established" and 50% more likely to agree that they offer "quality bread" and are "traditional"