Clarion re-appointed by Warburtons to work on £2.4M campaign to 'own lunch'
23 September, 2011
— Clarion Communications has been retained by Warburtons - the UK’s biggest bakery brand - to work on a new £2.4m marketing campaign commencing later this month (Sep).
It follows a three-way pitch earlier this year, which resulted in Clarion winning the brand’s Grocery Trade PR account and retaining its National Consumer PR account.
It means Clarion continues a 13-year relationship with the Bolton-based family firm, having originally been awarded its PR account in 1999.
The new £2.4m marketing campaign by Warburtons - which is also the UK’s second biggest grocery brand after Coca-Cola - is aimed at driving incremental bakery sales at lunch, and commences with sponsorship of new ITV1 weekday show There’s No Taste Like Home, fronted by celebrity chef Gino D’Acampo.
Clarion will be working alongside Warburtons other agencies, including Rainey Kelly Campbell Roalfe Y&R, Mindshare and RealtimeUK, across all platforms to support the integrated campaign.
Richard Hayes, Warburtons Marketing Director, said: “The lunchtime occasion is experiencing positive growth. As the UK’s leading bakery brand, with a wide range of high-quality best-selling bakery products, Warburtons is ideally placed to make lunchtimes special, help bakery take a greater share of this occasion and drive incremental sales.
“As the media landscape continues to shift, we felt the time was right to bring our trade and consumer PR activity together under one roof, while ensuring we have the right agency for the job.”
Amanda Meyrick, Clarion Managing Director, added: “We are delighted to continue our valuable partnership with Warburtons and will be working closely together to develop a strategic brand building campaign targeting both consumers and the grocery trade.
“Warburtons is one of our longest standing clients and we’ve both come a long way over the past 13 years. Everyone is delighted to be continuing a very successful relationship.”
Recent Clarion PR activity for Warburtons has included supporting the launch of its new Gluten-Free and Wheat-Free range, featuring an online campaign fronted by TV chef Phil Vickery, and celebrating Warburtons sponsorship of TV’s Coronation Street by creating a replica Rovers Return made out of bread which was unveiled in Manchester city centre. For more press info, contact:
Howard Bowden or Liz Canning at Clarion Communications on +44 (0)20 7479 0910