UK: Warburtons plots major brand spend
Warburtons has said it will launch a GBP16m (US$26m) marketing campaign to "future-proof" its brand, after confirming the loss of 55 jobs via the closure of its Blackpool plant.
Warburtons, which confirmed the Blackpool plant closure earlier today (4 January), said the GBP16m brand investment for 2013 is its biggest single marketing investment in the bakery category.
A fully integrated advertising campaign will run across all media platforms under the tagline 'from our family to yours'. The family-held firm is also launching a three-month breakfast campaign, starting today.
News of its spend comes amid an increasingly competitive UK bakery market. Many analysts believe the UK bread market is over-supplied, as evidenced by Premier Foods' decision to close two bakeries, announced in November last year.
Mark Simester, Warburtons' marketing director, said: "Building on our brand strengths, our new marketing campaign will future-proof the brand and the category by demonstrating its ability to meet the needs of families today and driving products in strategic growth sectors.
"This demonstrates a first for Warburtons as we feature specific products," he added.
Warburtons Announces Biggest Ever Investment In Bakery Category
· Investing £16m to grow the brand and the category in 2013
· Key Warburtons products for category growth starring in TV and radio advertising across the year
· Launches with 3 month Breakfast campaign starting on 4th January
· New ‘From Our Family To Yours’ creative platform proven motivating to consumers
Warburtons, the UK’s number one bakery brand , has announced the biggest ever marketing investment in the Bakery category with a new, £16m campaign for 2013 - launching in the first week of the year.
The UK’s second largest FMCG brand  is investing in the biggest Bakery growth programme to-date during the course of the year. Fully integrated across a mix of consumer media, lead by advertising on mainstream TV with a doubled investment compared to last year. The campaign will have a strong focus on key products and give the brand a high frequency presence across every channel including TV, radio, digital, PR, sampling and in-store activity.
The Warburtons campaign for 2013 will begin with a heavy-weight three month burst of activity in the New Year, focused on maximising the opportunity to grow the Bakery category at the Breakfast occasion. The Breakfast activity kicks off with the launch of three new TV adverts, featuring Warburtons Crumpets, Warburtons Half & Half loaves and rolls, and Warburtons Soft White Farmhouse loaf - communicating the key product benefits in an emotionally engaging and motivating format proven by consumer research to have strong appeal to mass market families. Further products including Brioche, the UK’s number 1 loaf, Toastie and Seeded Batch will be supported through the fully integrated campaign.
Mark Simester, Warburtons Marketing Director, comments “Warburtons is a much loved brand, with over 135 years experience in producing quality, fresh and delicious Bakery products. Building on our brand strengths, our new marketing campaign will future-proof the brand and the category by demonstrating its ability to meet the needs of families today and driving products in strategic growth sectors.
“This demonstrates a first for Warburtons as we feature specific products, not only driving brand awareness but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future.”
Warburtons found inspiration for the advertising strap-line ‘Warburtons - From Our Family To Yours’, from the true-life insight of consumers writing to Jonathan Warburton to tell him about the benefits of Warburtons products to their families. Mark continued “Warburtons consumers are very vocal about their passion for our products and Jonathan receives thousands of unique, quirky and wonderful letters from consumers saying just how much they love our products and the role it plays in their varied lives and this inspired our advertising. Each ad starts with a TV voiceover narration which begins with “Dear Jonathan Warburton…” This creative is brought to life further in radio and digital advertising and Jonathan is expecting a huge increase in correspondence following the launch.”
The ‘From Our Family To Yours’ creative platform highlights Warburtons as a family business which understands other families, offering a wide range of Bakery products to meet their every need and committed to continued innovation in order to do this.
Original source: http://www.warburtons.co.uk/
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