Hollywood movie star Sylvester Stallone starred in Warburtons’ multi-million pound advert this weekend, for the new campaign ‘The Deliverers’.
The campaign highlights the company’s delivery of over £2m loaves of fresh bread to over 16,000 stores each day - starring Stallone and inspired by his films Rocky and The Expendables.
The campaign is also supported by print and social media, as well as outdoor activity and is being promoted with the hashtag #TheDeliverers.
In the advert, Stallone plays a baker and delivery driver - starring alongside Warburtons’ real-life delivery drivers and bakers.
It was filmed at the company’s central bakery in Bolton, where the A-lister is filmed within the bakery watching the products get baked.
Chairman Jonathan Warburton said: “We are the biggest baker in the UK to deliver fresh bread every day. Our team of bakers and delivery drivers work around the clock, 362 days a year, to get fresh bread into the nation’s supermarkets all year round.”
“Sylvester Stallone is famous for characters that have determination and a will to never give-up, just like our army of delivery drivers. Sylvester was a natural behind the wheel of the Warburtons trucks, although we did need to remind him to get in the right-hand side of the cab. I’ve let him know that if he ever fancies a change of career, there will be job delivering fresh bread waiting for him.”
The 110-second advert was aired in a one-off ‘ITV Presents’ slot in the first ad break of Britain’s Got Talent.
Commenting on the advert, Stallone said: “I thoroughly enjoyed my time in Bolton and particularly loved spending time in the bakery. Maybe I should have stopped beating up bad guys a long time ago and gone into baking instead.”
Warburtons is the wrapped bakery market leader, with a 26.4% value share of wrapped bakery according to Nielsen (total coverage value and unit sales, 52 w/e 28.02.15).
The ad was directed by Declan Lowney through Another Film Company.
The full advert is available on the Warburtons Youtube channel.