On the 22nd April, WCRS launched a pioneering piece of outdoor for Warburtons’ Half and Half loaf, with an execution split across the two Chiswick Towers.
Warburtons is the UK’s number one bakery brand and this activity builds on their 2013 breakfast campaign, the biggest in the company’s history – double that of 2012 with an investment of almost £16m.
This activity, a takeover of the The Chiswick Towers (state of the art large format LED screens on each side of London’s M4) connects the key product insight with the innovative media space. Warburtons Half and Half loaf, with half wholegrain flour and half white flour, gives families their essential fibre and wholegrain in every bite. The idea features one half of the Warburtons Half and Half loaf on either side of the M4, taking advantage of the media space to clearly communicate the product to consumers.
Megan Harrison, Marketing Controller, Warburtons said: The uniqueness of this digital outdoor display advertising represented a brilliant opportunity for us, not only from a media perspective, but also to reach a high volume of our target audience with a simple, yet impactful idea.
Billy Faithfull, Creative Director, WCRS said: Product insights are always invaluable. And here we had a wholesome one staring us in the face. It’s called Warburton’s Half and Half because it’s made using half wholegrain and half white flour. So why not celebrate that, and engage consumers by splitting the ad in half? It couldn’t have been simpler. And hopefully, it’ll give drivers at least one charming moment as they fly down the M4.
Creative Director: Billy Faithfull
Creatives: Naz Nazli, Rob Welch
Agency Producer: Sarah Ritchie
Media Owner: Clear Channel
Photographer: Andy Gallagher
Account Director: Vicky Janaway