The 30-second ad, created by Rainey Kelly Campbell Roalfe/Y&R, aims to portray the care and attention that Warburton's dedicate to the baking of its bread.
This is shown through a spot that parodies an emotional scene in an epic Hollywood film, as a loaf of bread being baked in the factory turns out to be burnt.
The employees at the factory all look on with sadness as the loaf is taken away and given a proper burial, as if a person has died.
The ad breaks this weekend with the strapline: 'Warburtons: we care because our name's on it'.
RKCR/Y&R introduced Warburtons' new positioning last month, with a new TV spot promoting the brand as a family baker.
The ad, RKCR/Y&R's first work since winning the business from Bartle Bogle Hegarty last year, was also filmed in a mock-epic Hollywood style, and showed Warburtons employees preparing an early-morning bread delivery. The ad featured Warburton's chairman, Jonathan Warburton in a blink-and-you-miss him appearance.
Commenting on his appearance in the ad, Warburton said: "I accept it as part of the responsibility of having name above the door. What we’re saying with these ads at the moment is how much trouble we go to and, also, that we take making bread very seriously."
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