The new campaign focuses on the Warburtons breakfast range and will be spearheaded by three TV commercials. Each spot tells a different story of someone taking the time to write to “Dear Jonathan Warburton” about one of his delicious products, explaining the often incredible effect it is having on their life. Each ad focuses on a key product; Warburtons Crumpets, Warburtons Half & Half loaves and rolls, and Warburtons Soft White Farmhouse loaf.
Problème
The campaign inspiration came from the discovery that Jonathan Warburton (a fifth generation family member) receives a huge volume of personal correspondence from the public every week about his bakery products. Who’d have thought people felt so passionately about crumpets?