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 advertisement 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
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AssassinX's picture

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.

Activity Score 1295
Molecule's picture

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

Activity Score 429
michdec's picture

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?

Activity Score 424
Phil Lestino's picture

A slice of life on the breadline

Phil Lestino
Activity Score 1654
bad astronaut's picture

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

bad astronaut
Activity Score 528
mgriff21's picture

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

Activity Score 592
Art Director at VCU Brandcenter (Richmond, VA) 2011 |

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

Band of Breaders

Activity Score 73
Web Designer/Developer
CrackerJackFlash's picture

This looks like it cost a lot of dough.

Activity Score 19518
Creative Director at CrackerJackFlash |

silvi's picture

Excellent man acting

Activity Score 4134
cruzialx's picture

Good Job...

Activity Score 190
Affinity Express Inc.
naresh's picture


Activity Score 298
Art Director |


shahidali's picture

Now, thats some ad. AMAZING!!!

Activity Score 4037
Dhaka, Bangladesh |


alexander_bickov's picture

Just funny

Activity Score 3217
binunk's picture

i like it

Activity Score 214
Graphic Designer at Art Director
xcreativity's picture

ahahahah amazing!!!

Activity Score 2356

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

Alexandre Brito
Personal Page | Blog |

morse's picture

Very much like the feel of this ad.

Activity Score 17897
Art Director |

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

Appolonia's picture

thats really neat!!! amazing idea

Activity Score 294
Copywriter at memark branding agency
Carlos Garcia's picture

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

Carlos Garcia
Activity Score 847
Copywriter at Zwela |


perromalo's picture

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

Activity Score 427
Creative Director at Mateo&co
Caprisel's picture

so dramatic. i love it. LOL

Activity Score 59
Graphic Designer at NEMISA, Caxton magazines
Caprisel's picture

00:38 Random guy eating bread LOL love this

Activity Score 59
Graphic Designer at NEMISA, Caxton magazines
Adaddicted's picture

Great job, we salute you!!!

Activity Score 3403
Art Director |


Quinner's picture

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.

Activity Score 44
General Manager
miko1aj's picture

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.

Activity Score 3010
LeeMoh's picture

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.

Activity Score 420
lucdesaulniers's picture

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

Activity Score 1125
Charle Ma's picture


Charle Ma
Activity Score 29
Jesse Brass's picture

This ad is awesome.

Jesse Brass
Activity Score 36
Art Director at Shelton Group
iambusy's picture

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

Activity Score 2213
Copywriter |


PeterRimmer's picture

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

Activity Score 17
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