Warburton's: Making Warburton's a Bread Winner

Strategy based on Warburton's heritage and quality. Campaign aimed at Lancashire and Yorkshire regions. Media: TV. Results: dramatic increase in sales and share (in a declining market). The advertising protected Warburton's against the launch of competitive Kingsmill brand which failed to take market share in these regions. Case shows that brands marketed on product quality alone, without emotional imagery, are vulnerable to competitive attack.