Warburtons’ advertising account up for grabs

Warburtons is on the search for an agency to take charge of its £8m advertising account.

The Bolton-based bakery has invested in agency Rainey Kelly Campbell Roalfe/Y&R since 2009, which created such campaigns as the recent ‘Warburtons Taste Tester’ integrated campaign, focusing on its bread products as a breakfast option.

According to Campaign magazine’s website, Warburtons has already approached a number of unknown agencies, ahead of meetings due to take place next week.

Warburtons hired media agency Bartle Bogle Hegarty for 12 years before switching to RKCR/Y&R, which created the bread brand’s strapline, ‘Warburtons. We care because our name’s on it’. The agency additionally featured company chairman Jonathan Warburton in one of the bakery’s television campaigns.

Richard Hayes, Warburtons’ marketing director, left the company in February after serving five years at the business.

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