Activity will be focused on Half & Half and sandwich alternatives.
As part of the campaign, Alistair and Jonathan Brownlee, Olympic triathlete champions, have been named ambassadors for the Half & Half Warburtons range.
The announcement includes a social media programme featuring the new partnership, as well as a television campaign featuring fictional brothers with a similar sibling rivalry to the Brownlees.
Warburtons has also introduced new Halloween packaging as part of the campaign. This includes Half & Half Toastie and Medium, Half & Half Rolls and Half & Half Wraps.
Megan Harrison, Marketing Controller at Warburtons said: “Within the autumn season, Halloween is a key period for our customers and consumers and, as such, our campaign enables retailers to capitalise on the growing demand at this important time of year.”
Sandwich alternatives have become the fastest growing sector of the bakery category, up 17.8% in terms of value growth (Nielsen, Total Coverage Value and Unit sales, 52 w/e 14.09.13), with Warburtons introducing Sandwich Thins, Square(ish) Wraps and Sandwich Pittas.
The brand will continue to focus on families via its ‘From Our Family To Yours’ strap-line, launched earlier this year.