A first look at on-set images from Warburtons’ new television advert starring Peter Kay.

Stand aside Sylvester Stallone, there’s a new kid in town, and he’s ‘bready’ for action. Warburtons has today released the first images of its latest advert, starring comedian Peter Kay.

Kay follows in the footsteps of film star Sylvester Stallone, and Muppets front man Kermit The Frog.

The two images (one above, one below) show the Bolton comedian at the bakery’s headquarters, pulling out all the stops to persuade Jonathan Warburton to buy into his new great idea.

Commenting on his new venture, Kay said: “I’m delighted to be teaming up with Warburtons for their new adverts, not only because I grew up around the corner from the bakery in Bolton but also, I’ll get to go home for my tea.

“I can’t believe I’ll be following in the footsteps of Sylvester Stallone. Also, I don’t understand why Sly didn’t ask to get paid in free bread for life, he missed a right trick there, ah well, it’s Sly’s loss.”

Jonathan Warburton added: “It has been a great day on set. As a family business, we take our baking seriously, but we don’t take ourselves too seriously, so working with someone like Peter has been great fun. Can’t wait for it to hit the screens later this year.”

Details of the campaign are being kept under wraps, but the company has confirmed that the advert featuring Peter Kay will premiere on UK television screens later this year.