Warburtons has introduced its latest TV advertising campaign, featuring comedian Peter Kay pitching a concept for a romantic television drama to Jonathan Warburton.

Pride and Breadjudice will debut in a one-off 180-second spot on Saturday evening (7 October) on ITV.

The new advert, which was directed by Declan Lowney of production firm Another Film Company, sees Kay describing a tale of “passion, flour and a woman stood on a hill”, unveiling the love story between Thomas and Ellen Warburton. It also provides a glimpse into how the bakery business first began 141 years ago.

The baking firm revealed plans for the campaign in May 2017 after releasing the first on-set images of the advert.

Kay said he thoroughly enjoyed the experience of working with Warburtons and is excited for people to see the final product.

The latest campaign follows The Giant Crumpet Show featuring the Muppets, which was crowned 2015’s most successful Christmas campaign and re-aired last year.

“I’m very proud to see my family’s story on the big screen and think Peter makes a brilliant Thomas Warburton,” said Jonathan Warburton.

“It has been fantastic working with a fellow Boltonian - he really captures Warburtons’ personality and highlights just what makes our Seeded Batch loaf so special. It was a lot of fun to film and we’re looking forward to entertaining families once again across the country.”

The campaign will be supported across all channels, including digital and social media platforms.