Warburtons has begun its countdown to the big unveil of its new advert starring Sylvester Stallone, which airs at 8pm on ITV tomorrow (11 April).
The advert will air just before TV talent show, Britain’s Got Talent.
The company has released a teaser video donning the hashtag #TheDeliverers, in which the Rocky star is pictured in a Warburtons branded uniform getting ready for ‘showtime’.
The brand explained to one user on social media, that The Deliverers were their team of drivers who "deliver fresh bread daily".
The company has been quoted saying a ‘big investment’ has been made into the advert.
Behind-the-scenes footage of the advert shoot shows the Hollywood star running up a flight of stairs to a building and jeering on a large group of people.
The brand’s bread suffered a loss of more than £50m in sales last year [Nielsen 52 w/e 11 October 2014] as a result of the discounters and consumers moving away from traditional sliced bread.
Stallone is well known for his Hollywood action roles, as boxer Rocky Balboa in the Rocky series, and John Rambo in Rambo.
See the teaser, below.