This latest tranche will feature TV and radio advertising aimed at driving Warburtons’ range of sandwich alternatives, as well as key bread products.
Warburtons’ range of sandwich alternatives saw value growth of 130.3% last year, the company said.
In addition, the Half & Half sector also continues to perform extremely well, with 9.3% value growth and Warburtons aims to drive this sector in its latest campaign with its own Half & Half loaves, rolls and wraps.
Mark Simester, Warburtons marketing director, said: “With over 135 years’ experience in producing good quality, delicious bakery products, Warburtons continues to be a loved and trusted brand. We are continuing to build on these strengths to grow the brand and the category by demonstrating our ability to meet the needs of families today and driving products in strategic growth sectors.
“We are seeing sandwich alternatives go from strength to strength as consumers look for increased variety at the lunch occasion in particular, and the new phase of our marketing campaign puts a strong emphasis on this key product area, as well as continuing to build on the rich brand heritage and family values of Warburtons with our ‘From Our Family To Yours’ strapline.
“The campaign represents a significant opportunity for retailers to grow their bakery category so retailers should stock up on the key Warburtons products to capitalise on increased demand.
“The 2013 campaign represents a first for Warburtons as specific products are featured, not only driving brand awareness, but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future.”