The activity will begin with a TV and press ad campaign accounting for about half of Warburtons' marketing spend for the next 12 months. The investment represents a significant hike in adspend; according to Nielsen Media Research, in the year to June 2008 the brand spent £2m on advertising.
Last month, Hovis, the UK's second-biggest bread brand, rolled out the first phase of a £13m relaunch. Warburtons is now aiming to consolidate its position as market leader.
According to Warburtons, the increase in marketing spend is part of a five-year plan to consolidate its place as the UK's number-one bread brand.
The latest ads will not feature Jonathan and Brett Warburton, who have appeared in past campaigns. However, some of the Warburton family will feature as extras.
The TV work, which breaks on Friday, takes a humorous tone to show how the UK has been converted into a nation of Warburtons bread lovers. A 60-second TV spot depicts a foreign businessman visiting the UK for the first time, accompanied by the voiceover 'Bolton's family baker is now Britain's favourite baker'. It also carries the strapline 'Welcome to the family'. Press ads will appear in Sunday supplements and women's weeklies, focusing on the technical expertise involved in bread-baking.
Warburtons' marketing director, Richard Hayes, said: 'It's a rare thing these days for a large business to be run by family members, and we think that means something to consumers.'
According to TNS Worldpanel Biggest Brands data for the year to April, Warburtons' value grew by 24% with sales reaching almost £490m. Hovis' value sales slipped by 4% to about £330m.
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