Robert De Niro to star in Warburtons bagel advert

Robert De Niro is the latest Hollywood A-lister to star in a Warburtons advert as he has been recruited to promote the Bolton-based brand’s latest piece of NPD.

The two-time Oscar winner plays the leading role in the gangster-themed ‘Goodbagels’ advert, which draws inspiration from his iconic ’90s film Goodfellas.

He follows in the footsteps of Hollywood heavyweight Sylvester Stallone, Bolton-born comedian Peter Kay and The Muppets, who have starred in Warburtons’ adverts in recent years (see below).

The advert sees De Niro and his goons head over from New York to confront Jonathan Warburton after hearing Warburtons is rising to the top of the bagels business. They paint a picture of a world where De Niro passes off the new Warburtons bagels as his own ‘Goodbagels’ – a move that Jonathan Warburton mistakes as a movie pitch rather than a threat.

It is set to premiere on ITV 1 on Friday 17 May, during Gogglebox.

“It was a pleasure to fly to the UK to film this ad with the Warburtons family, and star alongside Jonathan. Getting into the bagel business has been great fun, and I hope everyone enjoys the final cut,” De Niro said.

“As an iconic New Yorker, Robert De Niro knows his way around a bagel so it’s great to have his seal of approval. We’ve spent months perfecting the recipe and process to ensure we delight families up and down the country with the best thing since sliced bread,” added Jonathan Warburton, chairman of Warburtons.

The brand unveiled its full-sized pre-sliced bagels last month. They come in two variants – plain and cinnamon & raisin – in packs of five with an rsp of £1.60.

A short history of Warburtons celebrity-backed ad campaigns

Sylvester Stallone – The Rocky actor became the new face of Warburtons’ ad campaign, which first aired in April 2015. Called The Deliverers, Stallone played a “tough, uncompromising” Warburtons delivery driver who helped deliver their freshly-baked loaves daily.


The Muppets – Warburtons employed the help of The Muppets to promote its Giant Crumpets towards the end of 2015. As part of the £25m campaign, Jonathan Warburton was joined by Kermit the Frog, Miss Piggy and the rest of the gang in a singing and dancing extravaganza. It was even crowned 2015’s most successful Christmas campaign by market research agency Millward Brown.


Peter Kay – Bolton born and bred Kay was recruited in 2017 to star in Warburtons’ ‘Pride and Breadjudice’ campaign. It featured Kay pitching a concept for a romantic television drama to Jonathan Warburton about a tale of “passion, flour and a woman stood on a hill” which provided an insight into the company’s 141-year history.

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