Arun Sudhaman 22 Sep 2011 // 11:00PM GMT
BOLTON, UK--Warburtons, the UK’s biggest bakery brand, has retained Clarion Communications to handle a new £2.4m marketing push commencing later this month.
The new campaign follows a three-way pitch held earlier this year, which saw Clarion retain its grip on Warburton’s national consumer PR, and add grocery trade PR duties, previously handled by Publicasity. Clarion has been working on Warburtons’ PR account since 1999.
The new marketing campaign is aimed at driving incremental bakery sales at lunch, and commences with sponsorship of new ITV1 weekday show There’s No Taste Like Home, fronted by celebrity chef Gino D’Acampo.
Clarion will work alongside Warburtons' other agencies, including Rainey Kelly Campbell Roalfe Y&R, Mindshare and RealtimeUK, supporting the integrated campaign across all platforms.
“As the media landscape continues to shift, we felt the time was right to bring our trade and consumer PR activity together under one roof, while ensuring we have the right agency for the job,” said Warburtons marketing director Richard Hayes.
“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,” added Clarion MD Amanda Meyrick.
Recent Clarion PR activity for Warburtons has included supporting the launch of its new Gluten-Free and Wheat-Free range, featuring an online campaign fronted by TV chef Phil Vickery, and celebrating Warburtons sponsorship of TV’s Coronation Street by creating a replica Rovers Return made out of bread which was unveiled in Manchester city centre.