Warburtons is today launching a £2.4million marketing campaign which aims to boost bread consumption at lunchtime.

Warburtons is today launching a £2.4million marketing campaign which aims to boost bread consumption at lunchtime.

The campaign includes sponsorship of ITV1’s 'There's No Taste Like Home', fronted by celebrity chef Gina D’Accampo,  which will run for six weeks. 

The ‘The secret to making lunchtimes special’ campaign is designed to educate consumers about the brand’s range and encourage them to think more creatively about their lunchtime experience.

It will be supported by PR, advertising and digital activity, with agencies such as Mindshare, Rainey Kelly Campbell Roalfe Y&R, Clarion Communications and RealtimeUK involved.

Richard Hayes, marketing director at Warburtons, said: “The lunchtime occasion is experiencing positive growth.

“As the UK’s leading bakery brand, with a wide range of high-quality, best-selling bakery products, Warburtons is ideally placed to make lunchtimes special, help bakery take a greater share of this occasion, and drive incremental sales.”

Amanda Meyrick, MD of Clarion, which was this month retained as Warburtons' PR company, added: “We are delighted to continue our valuable partnership with Warburtons and will be working closely together to develop a strategic brand building campaign targeting both consumers and the grocery trade.

“Warburtons is one of our longest standing clients and we’ve both come a long way over the past 13 years.  Everyone is delighted to be continuing a very successful relationship.”