Warburtons’ research highlighted that when purchasing wrapped bread, freshness was the key deciding factor.
Their strategy was therefore to promote the fresh and quality credentials that went hand in hand with their tradition and values, communicated through an £18 million ATL campaign, starring Sylvester Stallone.
We took the strategic thinking and developed impactful and engaging shopper activity that had synergy with the ATL campaign, but used tighter, targeted messaging to drive conversion and purchase, as well as a reason to believe.
The resulting activity, a memorable, integrated campaign that wove the insight and strategy across all shopper touchpoints, increasing brand awareness, talkability and quality perception with both existing and new customers.
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