The brief
It's a growing trend for more and more people to skip breakfast. And those who are stopping to enjoy the most important meal of the day are choosing cereals over bakery products.
Warburtons felt it was important to remind consumers just how satisfying a hot breakfast could be. Their timing could not have been better - Britain was plunged into its coldest winter for decades.
The approach
If we could show consumers how delicious Warburton products were, we knew they wouldn't need much convincing to eat them! So we focused on creating the most mouth-watering images possible, using the best food photographers and stylists. We also adopted an unusual stylistic approach, using extreme close-ups in the shots to convey the quality of the food.
The final adverts appeared throughout the national press and across weekend supplements to target the core demographic of mums aged 35-44. Another key medium for this audience was local radio.
Delicious images obviously wouldn't work here, so we adopted a quirky tone and casted popular comedy star Katherine Parkinson (The IT Crowd and Doc Martin) to tune into the demographic.
We produced three commercials that take a wry look at breakfast time habits, and which aired across 14 local stations nationwide.
The result
The campaign ran for a month and the response was positive; not only did sales increase significantly, but Millward Brown (the marketing research company) reported that the campaign generated Warburtons' highest ever score for deliciousness.
We were also thrilled to be shortlisted in press category at the international FAB (Food & Beverage) Creative Excellence Awards and win Best Radio Commercial at the Roses Advertising Awards.