Warburtons Giant Crumpet Show

Warburtons, the British bakery, has launched the Warburtons Giant Crumpet Show, an advertising campaign featuring The Muppets and chairman Jonathan Warburton. The 120-second commercial is part of a £25 million campaign to launch the bakery brand’s new Giant Crumpet’s range, claiming the only way to make the UK favourite better, is to make it bigger. The commercial features Kermit the Frog, Pepe the Prawn, the Swedish Chef, Fozzie Bear, Statler and Waldorf, Sweetums, and Miss Piggy, who run through a revised version of their opening number to convince Jonathan Warburton to sponsor their show. Look out for references to Donald Trump, I heart Bolton, and a reference to the Manchester Arndale shopping centre. The campaign includes the 2 minute commercial, a 1.30 behind-the-scenes video, a 1.40 minute sing-a-long version, and a 20 second answer to a commonly asked question about Giant Crumpets.

Warburtons Giant Crumpet Show


It’s time to grab the toaster
It’s time to take a bite
It’s time for giant crumpets on the Crumpet Show tonight
They’re thick and super fluffy
Ooh, I know what that feels like
It’s time for giant crumpets
On the Crumpet Show tonight

They’re bigger than my grandma
They taste so heavenly
I don’t know why they’re called giant
They look like small to me

And how ’bout my self-toasting crumpet?
Oh no
We’ll eat them for our breakfast
We’ll eat them as a treat
We’ll eat them with a cuppa watching Coronation Street

It’s time to hit the Arndale
To get some bigger plates
It’s time to get them toasted
On the most sensational, inspirational, giant-tational, crumpet-tational
This is called the Giant Crumpet Show
Mad for it!


The Warburtons Giant Crumpet Show campaign was developed at WCRS by executive creative director Billy Faithfull, creatives Andy Lee and Jonny Porthouse, agency producer Helen Powlette, strategy director Liz Baines, planner Angharad Thomas, account team Louise Davidson, Gemma Dodds, Sally Borda, Charlotte Robison, and Louis Lunts.

Filming was shot by directors Declan Lowney and Kirk Thatcher via Another Film Company and Soapbox Films with producers Richard Berman and Simon Monhemius.

Editor was Leo King at Stitch Editing.

Post-production was done at Finish by VFX producer Louise Unwin, VFX supervisor/lead Flame Jason Watts, colourist Paul Harrison, Flame artist Andy Copping, nuke artist Kayley Fernandes, CGI team Alaric Holberton and Kirsty Gillmore.

Sound was produced at Grand Central by sound engineer Ben Leaves. Music, published by Warner Chappell, was arranged by Eddy Mitchell.

Media was handled at Mindshare. PR was handled by Freuds.