Warburtons is to spend £10m on a new advertising campaign, only weeks after it revealed a £25m investment programme at its Bolton bakery.

The nationwide advertising campaign will run across television, print and on-line media and will feature the new strap-line ’Warburtons. We care because our name’s on it’. Launching in the spring, the television ads will feature actual Warburtons employees and members of the Warburtons family.

The firm’s multi-million-pound investment at its Bolton site will involve the redevelopment of the bakery on Hereford Street, with a new facility to be commissioned from September 2011.

It will result in the closure of two of its existing bread plants, threatening the jobs of around a quarter of its workforce at the site. "As the two existing bread plants require upgrading, we will be creating a new single facility that will ensure we have a sustainable and efficient manufacturing site to meet future customer requirements," said Warburtons.

The firm revealed that 121 jobs, out of the 234 employed on the two bread plants, are at risk. Around 480 staff are employed at the Bolton bakery, which produces over two million bread products a week.

The firm will now enter into a 90-day consultation period, followed by a 30-day consultation period, said Ian Hodson, organising regional secretary for the Bakers, Food & Allied Workers Union. He told British Baker that the shop stewards were "pretty devastated by the news".

Warburtons declined to comment further on its plans for the new facility at present.