Making Warburton's a Bread Winner

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 LintasAuthor: 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:
  1. 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.
  2. That the nature of new consumer advertising was marketed to the trade and significantly changed their image of Warburton's assisting...

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