Warburtons Breakfast Testers and Toast Cards
Warburtons, the British bakery company, is running an advertising campaign promoting breakfast product range. The campaign includes “Tester” a television commercial and “Toastcard”, a Facebook application.
In “Tester” we see consumers enjoying Warburtons products for breakfast that are then attracted to an advert in the paper / on radio. Something triggers their interest and we see our hero cast, joined by a cast of hundreds in a race to the Bakery to apply to become an official Warburtons Taste Tester – an opportunity that may become a reality for a few lucky people.
The fully integrated campaign includes a mix of TV, consumer press, radio, PR and social media, as well as a media partnership with Magic and MSN, plus in-store shopper marketing activity. Warburtons Breakfast push aims to encourage the nation to consider bakery at Breakfast, while also promoting the taste tester opportunity. Those consumer who apply to the Warburtons website or Facebook page and tell the family baker why they love the taste of its products, will have the chance to become an official Warburtons Taste Tester for the day.
The Toastcard Facebook app makes it possible for people to cheer someone up by sending them some virtual Warburtons toast inscribed with a personalised message. Be it a loved one, a faraway family member, or a poorly friend, you can toast the day together. Each viral slice of Warburtons toast can be fully customised with an illustration or message that is guaranteed to bring a smile to the receiver’s face – whether it be a heart for Valentine’s Day, message of support, or even just a simple good morning – all made using the virtual butter knife and a selection of delicious spreads. As an added incentive to share the toast love, the best Warburtons Toastcard each week wins a luxury Warburtons breakfast hamper full of goodies.
The Breakfast campaign was developed at Warburtons by board level marketing director Richard Hayes, marketing controller Megan Harrison and marketing brand manager Jane Sutton.
The TV advertising campaign was developed at RKCR/Y&R, London, by agency creative director Mark Roalfe, copywriter Martin Mcallister, art director Jamie Starbuck, planners Neasa Cunniffe and Saul Betmead, business director Nick Fokes, account director Josh Harris, agency producer Jennifer Fewster. Media was handled by Mindshare.
Filming was shot by director Jamie Rafn via Smuggler. Editor was Tim Hardy at Stitch Editing. Post production was done at MPC, London, by producer Paul Branch. Audio post production was done at Factory, London.
The Toastcard campaign was developed at BETC London by creative director Neil Dawson, art director/copywriter Jonny Plackett, account director Romilly Martin. Digital production was by Boxlight Media.