Warburtons has unveiled the latest in its line of blockbuster TV ads, with Hollywood legend Morgan Freeman taking a starring role.
The new ad campaign, entitled ‘150 years in the Baking’, celebrates the 150th anniversary of the family-run company.
Following an impressive line-up of A-list celebrities including Olivia Colman, Samuel L Jackson, and Robert De Niro, Freeman injects his characteristic, wry charm to the ad. He humorously lends his voice to narrate the Warburton family’s deep-rooted obsession with baking, setting it against nostalgic scenes from the 20th century – even Paddington Bear has a cameo.
The ad was developed by creative agency Joyful & Triumphant and directed by Declan Lowney, with the support of McCann Manchester for social, and Burson for PR. The integrated media approach of the campaign was planned by Mindshare, with the campaign rolling out from today (11 February). The campaign leads with a 120-second TV edit, which will premiere on Saturday during The Masked Singer on ITV at 7pm, along with 60- and 30-second cut downs.
Freeman said the 150 years of baking heritage from the Warburtons family was a narrative that truly deserves to be heard. “Their commitment to quality baking, passed down through generations, shines through, making it abundantly clear why they’ve remained a beloved household name for so long,” he said. “And I confess, I found myself quite taken by that crumpet – 300 holes, I told you these Warburtons were crazy!”
The company was founded as a grocery store in Bolton by Thomas and Ellen Warburton in 1876.
As Warburtons looks ahead to the next 150 years and its passing on the family’s sixth generation, a poignant scene shows a ‘Grandfather’ Warburton, fresh from the bakery, cradling his newborn grandson in a hospital. The rousing voiceover from Freeman explains that “it is not the worshiping of the ashes, but the passing on of the fire that counts.”
As with previous ads, Jonathan Warburton – who has served as chairman since 2001 – also makes an appearance, confirming at the end that “they’ll always be a Warburton behind this desk”. Companies House filings on 5 January reported the appointments of three family members to the main board of directors: Jimmy, Harry, and Jack Warburton. Jimmy is currently the assistant distribution director, while Harry has become the brand & innovation lead, and Jack has assumed the role of responsible business strategy controller.
Warburtons remains the UK’s biggest bread brand with turnover surpassing £740m. It recently launched a new Fibre Fix range including a fibre-rich loaf and rolls.
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