Brief:  Warburtons want to remind us, in fresh ways, that bread is fantastic.

 

Creative Team:  Tobias Taylor & Alex De La Rosa

 

Product:  Warburtons Bread.

 

Target Market:  17-35, all genders.

 

Tone of Voice:  Engaging. Playful. Cheeky.

 

Desired Consumer Response:  I love the Warburtons brand. Next time I buy bread I’ll look out for Warburtons.

 

Mandatories:  None.

 

Media Requirements: None.

 

Campaign Thoughts:  In all basic terms packaged bread is boring. It tastes similar to other packaged bread, fresh bread is favoured on taste but at the end of the day the majority of students and early families buy packaged bread because of its ease. We are making Warburtons aspirational by creating a engaging, playful, and cheeky  brand image.

 

By creating 3 x 1 minute spin-off adverts from pop culture like the classic opening scene of Resident Evil 2 - as already used in LMFAO’s ‘Party Rock Anthem’ - Warburtons will show their playful and engaging brand image.

The radio advert is a continuation of all this - keeping with our tone of voice we’re creating a buzz around the idea of a ‘world without Warburtons’.

 

Our print ad, tube card, and adshel are our trigger points for people to see them and be taken about questioning what they’re for - leading them to follow through with the hashtag #WorldWithoutWarburtons to see what the campaign is about.

 

Campaign Slogan:  …a ‘World Without Warburtons’.

 

 

Youtube - a home for our pop culture spin-off adverts. Using A/B split testing we can determine which is best to launch on TV.

 

Twitter - our engine for sharing what Warburtons is doing both online and offline. 

 

Instagram - a place for our followers to share moments of a #worldwithoutwarburtons that they find themselves in.