Bread without the garlic for Peter Kay
Perhaps best know for his views on garlic bread, comedian Peter Kay recently featured in a new marketing campaign by Warburtons that stretched across all channels, including print, out-of-home, and digital.
Monday, 13 Nov 2017 09:11 GMT
The ‘Pride and Breadjudice’ campaign included adverts across digital signage, such as this one in Liverpool Street Station
‘Pride and Breadjudice’ is based around the idea of Kay pitching his concept for a television period drama to Jonathan Warburton, head of the bakery, in his office. In the television advert, Key is seen telling the story is his own comedic style, providing a tongue-in-cheek glimpse into how the bakery business first began 141 years ago.
Sign and print media also plays a major role in the marketing campaign, with Kay appearing in period-drama dress in various forms. This included digital signage in key contact points such as rail stations, as well as print adverts in magazines and newspapers.
Declan Lowney of Another Film Company directed the Pride and Breadjudice advert, while art direction and copywriting was led by WCRS creatives Gina Ramsden and Freya Harrison, creative directors Andy Lee and Jonny Porthouse, and executive creative director Billy Faithfull.
Warburtons takes baking seriously but never themselves. That’s the Warburtons way”
Faithfull comments: “Warburtons takes baking seriously but never themselves. That’s the Warburtons way. We’ve always created Warburtons campaigns with this philosophy in mind, and the question ‘What would no other 141 year-old Bakery business do?’ Let Peter Kay loose with the family history, that’s what.”
The latest campaign follows in the footsteps of previous campaigns such as ‘The Giant Crumpet Show’ featuring the ever-entertaining Muppets.
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