Peter Kay to star in Warburtons' commercial ‘Pride & Breadjudice’
The 180-second commercial, part of the company’s integrated campaign, is adapted from Warburtons’ family history.
It starts with Kay pitching his concept for a TV drama about the love story between Thomas and Ellen Warburton (the bakery’s founders) to the company’s current chairman, Jonathan Warburton, in his office.
Kay plays Thomas, a seed salesman, who falls for Ellen after developing a bond over Warburtons’ seeded batch loaf.
Jonathan Warburton said he enjoyed working with Kay, as he is also from the Bolton area in Northwestern England.
“[Kay] really captures [Thomas] Warburtons' personality… I’m very proud to see my family’s story on the big screen,” he said.
‘Significant change’ to bakery advertising
The Price & Breadjudice campaign follows in the footsteps of Warburtons’ previous ads: 'The Deliverers' featuring Sylvester Stallone and 'The Giant Crumpet Show' featuring the Muppets.
The commercial will be supported by comprehensive OOH (out-of-home), digital and PR strategies, and is expected to deliver “an increased brand presence across the UK” over the following weeks, said Warburtons.
The baking company added these campaigns signaled “a significant change in the approach to advertising within the bakery sector and highlighted its commitment to growing the category.”
The latest Nielsen and Kantar data showed 99.4% of UK households currently purchase wrapped bakery products, and Warburtons accounts for the largest share (24.1%) in the category.
