Campaign details
Brand: WarburtonsAgency: Engine
Summary.
Warburtons, the British bakery business, established its position as the market-leading brand by staying adamantly true to a bold advertising behaviour since 2015.
At a time when the bakery market was in a state of flux, Warburtons successfully asserted its superior quality by adopting three behaviours:
- Family | Dramatising the business' own family, rather than attempting to mirror British consumers' families.
- Flour | Focussing on products that signalled baking expertise, not necessarily core products.
- Fame | Adopting deliberately extravagant-looking body language in creative and media.
Each of these...