Warburtons: Family, flour, fame.

Warburtons, a bakery business, launched the long-term campaign From Our Family To Yours, in the UK to increase perceived brand quality and willingness to pay more.

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:

  1. Family | Dramatising the business' own family, rather than attempting to mirror British consumers' families.
  2. Flour | Focussing on products that signalled baking expertise, not necessarily core products.
  3. Fame | Adopting deliberately extravagant-looking body language in creative and media.

Each of these...

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