The campaign, the first since Warburtons hired RKCR/Y&R to its ad account in September last year after replacing Bartle Bogle Hegarty, aims to differentiate the brand from rivals such as Hovis and Kingsmill.
The ad, filmed in a mock-epic Hollywood style, shows Warburtons employees preparing an early-morning bread delivery. The workers, including some real Warburtons employees, wave off the delivery vans as they leave the bakery.
As part of the campaign, Warburtons is launching a new strapline, 'Warburtons. We care because our name's on it', to emphasise the product quality.
The TV, cinema, print and digital push launches tomorrow (26 March) during the ad break in ITV1's 'Coronation Street'. A second, humorous, ad looking life inside the Warburtons bakery breaks next month.
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