Warburtons Brief
The idea behind the Warburtons brief was to change peoples perceptions on just plain, boring white packaged bread. We had to come up with a campaign that the audience could relate to and want to go out and buy some white packaged bread.
Radio Advert
Client: Warburtons
Creative Team: Billie Gane and Polly Bolitho
Title: Warburtons
Length: 30 secs
Slogan: 'Your day maker'
SFX: Alarm clock goes off then the sound of someone yawning (4 secs)
SFX: The sounds of someone making toast, then the crunching of someone eating it (7 secs)
(FVO): We are there for you in the mornings.
SFX: Sounds of a work environment with a lunchbox opening, then the sound of someone going "mmmm" (4 secs)
(FVO): We are there for your lunch too.
SFX: Sounds of traffic and a splash of a puddle. Someone says "Oh no!" (4 secs)
(FVO): We are even there when things don't go the way you'd like.
SFX: Sounds of a front door shutting and someone relaxing ("Ahhhh") (3 Secs)
(FVO): Whenever you need us we are there, ready to make your day.
(FVO): Warburtons, Your Day Maker.
We decided on the slogan 'Your Day Maker' when we were thinking about things that could go wrong with your day and all you need is a nice, warm piece of toast or a sandwitch to pick you back up again.
TV Advert
Client: Warburtons
Creative Team: Billie Gane and Polly Bolitho
Title: Warburtons
Slogan: ‘Your day maker’
Length: 60 seconds
(This commercial will imply that Warburton’s is always there in the roughest of times to comfort you, it’s always there for you.)
The first shot will be of a man clearly having a restless nights sleep. The man then finally drifts off only to be woken seconds later by the alarm. Stumbling out of bed with ruffled hair and half shut eyes, he makes his way to the kitchen to find a much needed loaf of Warburtons. Biting into some buttered toast he begins to wake up and a smile emerges across his face.
The camera travels out of this mans window and onto the pavement outside to spot a woman walking along a pavement on a drizzly day. A car approaches the woman and zooms through a large puddle, unintentionally covering the woman in water. She is drenched.
The next shot is of her some time later coming home and walking into the kitchen towel drying her hair, looking somewhat unhappy. Out of the corner of her eye she sees the loaf of Warburtonsbread and decides to make a sandwich for lunch, she sits enjoying her sandwich in her dressing gown and the towel around her head and eventually a smile on her face.
As the evening approaches a young man goes on a date with his girlfriend to a restaurant, the date takes a turn for the worst and they ends up arguing to the point of a break up. His girlfriend chucks a glass of red over his pale blue shirt. He gets a taxi home on his own, returns home looking very sad, he changes into a t-shirt, makes his way into the kitchen and spies the brand new loaf of Warburtons so he makess a toastie. He deletes the girl’s number, and then bites into the warm toastie and smiles.
The camera shot travels out of his window into a town centre where there are a group of girls having a night out. As the night progresses, one of the girls has already broken her heal and lost her phone. After sobering up she goes home, tears open a bag of Warburtons in desperation for food. The next shot is of her sitting with mascara down her face and her hair a mess, taking a bite into her very badly buttered bread and smiling.
The advert will end with a voice over saying:
“Whenever you need us we are there, ready to make your day.”
Finalizing with the statement:
“Warburtons, your day maker”
(The full-length advert is 60 seconds long, showing all four scenarios. There will also be four shorter 15-second ads each showing one scenario each.)
Print Ads
For the Print ads we decided to have the main focus being the bread/sandwich/toast etc. but then behind it show a person, a little worse for wear, but happily eating it. Again with the slogan 'Your Daymaker'.
