BJL has created a whole new concept and design for client Warburton’s having recently been appointed to the bread maker’s agency roster.
The agency has helped Warburton’s launch a new range of products that is being directly marketed at children called ‘Riddlers’. The Manchester-based agency was tasked with putting together a whole marketing campaign for the brief, which also included coming up with a name for the brand.
According to partner Jane Clancey, the agency was initially tasked with launching an unnamed product into the UK. She stated: \"We came up with the idea Riddlers as we thought children might think it was a bit of a mystery how the filling got into the packet – we could then use this name on all the marketing materials that were needed for the launch of the brand.\"
Clancey revealed that adverts are also due to run in women’s publications to highlight the convenience and nutritional properties of the product.
She added: \"We are aiming at both parents and children with this product. It is actually quite a healthy product for children to snack on and that is something we wanted the work to highlight.\"
The agency has also produced a microsite that not only gives information on nutrition but also has a separate section devoted to the characters from the ads aimed at children.