Warburtons is embarking on a direct campaign to support last month's launch of its All in One loaf, which is aimed at the family market.
Developed by Blue-Chip Marketing, the activity will be based around a national door-drop, backed by press advertising and a sampling push in supermarkets and major cities.
There will be additional support in Asda, Tesco, Sainsbury's and Morrisons, including six-sheet posters, store magazine advertising and point-of-sale work.
All in One is Warburtons' first attempt to crack the 'healthy' white bread market. It is backed by TV ads created by Bartle Bogle Hegarty.
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