The Giant Crumpets expand the diameter of the company’s standard crumpets from 90mm to 130mm while maintaining the same texture and thickness. They are intended to persuade the public to use crumpets for dinner by topping them with foods including eggs, bacon and spinach.
Kermit the Frog, Miss Piggy and the rest of the crew joined company chairman Jonathan Warburton in an all-singing, all-dancing commercial, filmed at a Los Angeles recreation of Warburton’s office. Initially aired as a two-minute-long version, a variety of shorter edits will be shown in the run-up to Christmas.
The campaign cost £25m, which comes on top of a £7m investment in two new plants to create the crumpets.
Warburton told The Grocer magazine: “Our Stallone ad generated a huge amount of interest about the business and the challenge has been what we can do for an encore. Many people expected us to do another Stallone ad, but we want to be constantly moving; in these days of information overload, getting stand-out marketing of any kind is a huge challenge.”