Describes the success of new TV campaign for Warburton's bread in Lancashire and Yorkshire, 1987-9. Background, strategic development of TV campaign described, based on the value of Warburton's heritage.
Agency: Still Price Lintas | Author: Adam Morgan |
Making Warburton's a Bread Winner
INTRODUCTION
This paper examines the influence of a new advertising campaign
on the bread sales of Warburton's, a regional baker based in Lancashire.
The main thrust of the paper will centre around an attempt to
demonstrate three things:
- That new advertising investing Warburton's with emotion-based
brand imagery instead of product-based imagery generated a significant
increase in consumer demand and sales.
- That the nature of new consumer advertising was marketed to
the trade and significantly changed their image of Warburton's
assisting...