Warburtons - Interactive Advertising Campaign:


Background

Warburtons is a family owned and run baking business, based in Lancashire, North West England. Producing over two million products a day, the company is passionate about the quality of its products. With a business base established in Northern England, the company began a national expansion programme ten years ago. The last two years have seen a steady advance into Southern England and the brand now enjoys full national distribution.

The company's first ever national advertising campaign was developed, using the strapline of - ‘Bakers Born & Bred'. The creative featured scenes as seen through the eyes of cousins Jonathan and Brett Warburton, with the aim of communicating its family run heritage and the passion for the pursuit of baking excellence.

To allow consumers to engage and become more familiar with the brand, an interactive element was deemed an integral part of the campaign. The interactive element was seen as an excellent way to increase brand awareness among Southern consumers, not as familiar with the brand, and at the same time communicate the company's family credentials and product range. 

Campaign Objectives

  • To introduce consumers in the South to the Warburtons brand products
  • To reinforce that the Warburton family is real and actively involved in the business
  • To increase brand awareness and make Warburtons top-of-mind when purchasing bread
  • To communicate the wide product range

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The Interactive Element

The Interactive TV campaign showed a red button prompt, inviting viewers to "press red to win a family holiday". SkyView data showed that 140,000 households did exactly that. 96,000 of those households then revisited the site. Interactors spent an average of over four minutes in the branded environment.  This is significantly higher than the interactive average (2 minutes and 22 seconds).

While the competition was the biggest draw for interactors, with 92% entering, 37% went on to explore the recipes that were available.  When asked what they liked about the interactive element of the ad, the top answers included that it was easy to use and fun.


Insight

Quantitative research was conducted to assess the effect of the campaign on: awareness; brand perceptions; and purchase consideration. 

Awareness
When asked "which brands of bread have you seen or heard any advertising from recently?" 35% of viewers of the ad spontaneously mentioned Warburtons first. This then jumped to 63% for those viewers who had also interacted with the ad. This is 50% higher that the interactive average - believed to be driven by its clear call to action and a great competition.

Brand Perception 
Warburtons wanted to cement their brand values of being family run, innovative and traditional. The research indicates that this is exactly what the campaign achieved- especially for those who interacted.

Purchase Consideration
When asked: "if you were buying a loaf of bread or some rolls today, which brand would be your first choice?" total mentions showed that nearly half of all viewers to the ad said they'd choose Warburtons. The positive impact of Interactive TV generated a rise of 73% who said they'd buy Warburtons ahead of any other brand.

 

Meeting the objectives

The choice of TV by Mindshare and Warburtons for their first national campaign ensured that the message was delivered right across the UK.  And the research shows just how successfully they have raised awareness, communicated the family heritage, conveyed the product range and above all, improved purchase consideration.  What's more, all of the achievements are amplified in homes that chose to interact with the ad.  The average dwell time of over four minutes was the perfect opportunity to convey the range and to reward the viewer with recipes and the chance to win a fantastic holiday.

"Our response rate for this campaign exceeded all expectations and takeout of the key brand messages was strong. This campaign proved Interactive TV can be used to tick both boxes for brand and response"

 Janine Rowe, Account Manager, Mindshare Interaction

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