Member Article

Sibling rivalry to promote Bolton bread

Bolton-based bakery firm Warburtons will launch its latest marketing campaign to promote its Half and Half product range next month.

A television advert is the key element: based on the story of a little boy writing to Jonathan Warburton telling him of the role his bread would play in an intense sibling rivalry.

The campaign will also feature a radio offering and social media content which features Olympic medal-winning triathlete brothers, Alistair and Jonathan Brownlee exploring their own brotherly competitiveness in a range of exclusive video content.

Mark Simester, the company’s marketing director, was enthused about the new campaign: “This campaign marks an important investment for Warburtons to further our growth in the Half and Half category.

“Mums see our Half and Half product as the perfect compromise for feeding their growing brood; it has the great taste of white bread with all the goodness of wholegrain. This next phase of our marketing campaign puts a strong emphasis on this key product area as well as continuing to build on the rich brand heritage and family values of Warburtons with our ‘From Our Family To Yours’ strapline.”

The current campaign will also have an outdoor element, which will allow customers to collect coupons that give them a free trial of Warburtons’ new Sandwich Thins.

This was posted in Bdaily's Members' News section by Simon Malia .