Brand campaign

Agency Network: 
March 2010

We wanted to hero the care & attention that the Warburtons family dedicates to the baking of their bread. It is this care that has ensured the freshest, best quality bread is still delivered to families throughout the UK, every day of the year. This has been bought to life in a TV campaign which takes an ordinary scene – such as the daily departure of the bread delivery vans from a Warburton’s bakery – and exaggerates it for dramatic effect, creating a parody of an emotional scene in an epic Hollywood feature film. In the same way, the print ads show real Warbutons staff in their daily work roles, ensuring the bread is the very best quality.

Audio post-production

Film advertisment created by Y&R, United Kingdom for Warburtons, within the category: Food.

Advertising Agency: RKCR/Y&R, UK
Creative Director: Mark Roalfe
Copywriters / Art Directors: Mark Waldron, Dave Godfree
Planner: Ben Kay/ Liz Wolstenholme
Account Director: Elizabeth Blatch
Account Manager: Josh Harris
Agency Producers: Ruth Bradley, Amanda Gower
Media Company: Mindshare
Media Planner: Fleur Hoiles
Production Company: Sonny London
Director: Guy Manwaring
Producer: Alice Grant
Deputy Head of TV: Jody Allison
DOP: Nanu Segal
Steadicam Operator: Simon Baker
Production Designer: Hugo Luczyc-Wyhowski
Costume Designer: Spencer Horne
Editor: Mark Edinoff @ The Quarry
Post Production: Absolute Post
Post Production Supervisor: Phil Olham
Sound Design: Anthony @ Factory
Photographer: Paul Murphy

Comments (30)

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AssassinX's picture
Activity Score 1329

Very good. A different angle, quite emotional n make the bread quite "trustful".
Is it time for nostagia? .......Sainsbury's, Hamleys, Matthew Walker's etc. I can easily name a couple of local brands which were/are celebrating their anniverseries...............
BTW, several hours ago I just took Warburtons as my breakfast.

Molecule's picture
Activity Score 435

what an epic bread commercial! Though I'm confused about what that guy's role is. He does look like he cares though.

michdec's picture
Activity Score 440

I really wanted to like this.. but it just was a bit boring overall.. and I didn't believe the tag.
Maybe it was just slightly too long for me?

Phil Lestino's picture
Phil Lestino
Activity Score 1684

A slice of life on the breadline

bad astronaut's picture
bad astronaut
Activity Score 544

I'm a big fan of Band of I pretty much liked this commercial...

mgriff21's picture
Activity Score 592

Fantastic, What a story! Good things are coming out of the UK these days

I'm here doing this, but feel I should be there doing that. But to do that, I have to be doing this. Does this make sense or do I have to explain that?

jbsellars's picture
Activity Score 75

Band of Breaders

CrackerJackFlash's picture
Activity Score 19599

This looks like it cost a lot of dough.

silvi's picture
Activity Score 4172

Excellent man acting

cruzialx's picture
Activity Score 194

Good Job...

naresh's picture
Activity Score 298



shahidali's picture
Activity Score 4069

Now, thats some ad. AMAZING!!!


alexander_bickov's picture
Activity Score 3279

Just funny

binunk's picture
Activity Score 216

i like it

xcreativity's picture
Activity Score 2374

ahahahah amazing!!!

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
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morse's picture
Activity Score 18026

Very much like the feel of this ad.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Appolonia's picture
Activity Score 298

thats really neat!!! amazing idea

Carlos Garcia's picture
Carlos Garcia
Activity Score 847

I like the feel of the ad but in the end it let's me down.


perromalo's picture
Activity Score 429

One of the best ads I have seen lately. The art direction and camera work is impressive.

Caprisel's picture
Activity Score 63

so dramatic. i love it. LOL

Caprisel's picture
Activity Score 63

00:38 Random guy eating bread LOL love this

Adaddicted's picture
Activity Score 3435

Great job, we salute you!!!


Quinner's picture
Activity Score 48

Love it. Love the whole Battle of Britain thing here. And the portrayal of the everyman (in this case the bread delivery man) as the hero. Nice one.

miko1aj's picture
Activity Score 3086

hahahahahahaha. You guys deserve to recieve great and special homage for this. Made my evening definitely. This is absolutely STUNNING. If you don't recieve Cannes Lion for this it would mean that it's time to do not bother about it at all. Perfect ad.

LeeMoh's picture
Activity Score 424

It's so rare to never claim more than you are while you are just sharing the true feeling about your very simple claim.
No matter if it's true or not. It just felt it.
No bullshit. No exaggeration.
I love this ad.

lucdesaulniers's picture
Activity Score 1145

Makes me laugh. I don't see any link with the product and the story line. Glorifying chemical industrial bread. C'mon.

Charle Ma's picture
Charle Ma
Activity Score 29


Jesse Brass's picture
Jesse Brass
Activity Score 36

This ad is awesome.

iambusy's picture
Activity Score 2219

It is similar to Volkswagen Indian ad, just the execution here is better.


PeterRimmer's picture
Activity Score 17

I really like this one. It's a shame longer TV ads like this aren't generally shown on breaks.