Warburtons will be putting £16m behind a new year-long marketing campaign, claiming to be the biggest investment made in the bakery category.

The Bolton family-run firm said the campaign, which begun today (4 January), will aim to focus activity on specific products for numerous eating occasions, with the first three months looking at maximising opportunities within the breakfast category.

The first three television adverts to be broadcast will feature Warburtons’ Crumpets, Half & Half loaves and rolls, and the Soft White Farmhouse loaf, with additional activity to promote its Brioche, as well as its Toastie and Seeded Batch loaves.

The company has said the marketing drive will deliver a mix of mainstream TV advertising, in addition to radio, digital, PR, sampling and in-store activity.

Mark Simester, marketing director at Warburtons, said: “Building on our brand strengths, our new marketing campaign will future-proof the brand and the category by demonstrating its ability to meet the needs of families today and driving products in strategic growth sectors.

“This demonstrates a first for Warburtons as we feature specific products, not only driving brand awareness but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future.”

Warburtons will also be focusing on a ‘From Our Family To Yours’ creative platform to highlight the family-run aspect of the business, including voiceovers on television adverts beginning “Dear Jonathan Warburton…”.

Simester added: “This creative is brought to life further in radio and digital advertising and Jonathan is expecting a huge increase in correspondence following the launch.”