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.
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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.
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