Warburtons’ latest TV ad campaign will air for the first time this Saturday (4 October) on satellite and terrestrial TV.

The 60-second ad will describe Warburtons as "Britain’s favourite family baker", depicting a businessman visiting Britain for the first time. Shorter, 10-second clips will support the minute-long ad, while press ads will focus on quality.

Category director Sarah Miskell said: "We are delighted with the new ad campaign as it explains our family ethos in an amusing and creative way.

"It is part of an overall £22m investment which we hope will build on the success of our previous advertising and, along with our growing national distribution, continue to attract more consumers to the Warburtons brand and demonstrate a huge impact on the bakery category as a whole."

Warburtons is also launching a range of 600g loaves, in anticipation of a relaxation of laws on bread weight, coming into force next year.

The three to be launched in mid-October are Wholegrain Goodness and All in One medium and thick-sliced.