Warburtons, the Bolton bakery which can trace its roots back to 1876, is aiming to take a 21st century approach to its customer marketing with the appointment of Haygarth following a five-way competitive pitch.
The shopper marketing agency, which was acquired by Rapp in 2015 but operates independently out of Wimbledon Village, has been tasked with “re-energising” Wardburtons’ activity and will work across all products, channels and retail customers.
Warburtons head of shopper marketing Fiona Lydon said: “We were looking for an agency that could help us move to the next level and were very impressed with the strategic and creative skills that Haygarth demonstrated throughout the pitch process.
“We are looking forward to launching some fantastic retail work that really connects with our target shoppers across the country.”
Warburtons has used a raft of top stars in its advertising, including Bolton’s finest “fat lad”, Peter Kay, The Muppets, and Hollywood A-listers Sylvester Stallone, Robert De Niro, George Clooney, and now Samuel L Jackson, who fronts the current spot, “Mad about the bread”.
In the ad, which broke late last summer, Jackson plays the role of the firm’s chairman, Jonathan Warburton, who expresses his anger at people who underestimate the quality of his baking.
Joyful & Triumphant took over the creative account from House 337 (formerly Engine UK) in 2022. Mindshare handles media planning and buying.
Haygarth chief executive Marcus Sandwith said: “We couldn’t be more delighted to be working with Warburtons, one of the leading grocery brands in the UK. They have an enviable record in making great-quality bread, rolls, bagels, crumpets and teacakes that delight my family and countless millions of others every day.”
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