Warburtons, Britain’s biggest family bakery, today unveiled the latest in its line of blockbuster TV ads, starring Hollywood legend Morgan Freeman.
The highly anticipated ad campaign, which celebrates Warburtons 150th anniversary, chronicles the family’s enduring passion for baking, with Freeman expertly guiding viewers through 150-years of Warburtons heritage.
Following an impressive line-up of A-list celebrities including Olivia Colman and Robert De Niro, Freeman injects his characteristic, wry charm to the ad, humorously illustrating the family’s deep-rooted obsession with baking ad and setting it against nostalgic scenes from the 20th century.
“150 Years in the Baking” was developed by Joyful & Triumphant, and directed by Declan Lowney, with the support of McCann Manchester for social, and Burson for PR. The integrated media approach of the campaign was planned by Mindshare, with the campaign rolling out across TV, VOD, OOH, radio, social and online from the 11th of February. The campaign leads with a 120″ TV edit, along with 60″ and 30″ cut downs.
As Warburtons looks ahead to the next 150-years and passing on the family’s baking legacy to the sixth generation, a poignant scene shows a ‘Grandfather’ Warburton, fresh from the bakery, cradling his newborn grandson in a hospital. The rousing voiceover from Freeman explains that “it is not the worshiping of the ashes, but the passing on of the fire that counts.”
The narrative ends by leaping into the modern day, as a fleet of Warburtons lorries drive by – a heritage British brand, built on generations of dedication and a heartfelt passion for baking.
Billy Faithfull, ECD and founder at Joyful & Triumphant, said: “How do you make one of those ads, without making “one of those ads”? That was where we started, one hell of a story in search of one hell of a storyteller. Morgan Freeman was the first and only choice for the job. The velvet symphony of his timeless tones rubs beautifully against the Warburtons sense of humour, making it a perfect partnership to mark such an austere occasion.”
Morgan Freeman said: “Lending my voice to chronicle 150 years of this family’s unwavering dedication to the simple, yet profound, act of baking… well, that’s a narrative that truly deserves to be heard. Their commitment to quality baking, passed down through generations, shines through, making it abundantly clear why they’ve remained a beloved household name for so long. And I confess, I found myself quite taken by that crumpet – 300 holes, I told you these Warburtons were crazy!”
Jonathan Warburton added: “As gross as it may well sound, baking truly is in our blood. This is more than just an advert; it’s a celebration of 150 years of simply doing what we love – baking delicious bread for British families. It’s not every day you turn 150, and we wanted to mark this incredible milestone with everyone who’s made us a part of their family’s lives, from the breakfast table to the lunchbox, through five generations of dedication to our craft.
“And when it came to telling the story of our relentless passion for baking, well, who else could we possibly ask but the world’s most recognisable storyteller and the voice of God himself, Morgan Freeman. He brings an epic and memorable scale to our history, making even our humble beginnings sound rather grand! We’re incredibly proud of our journey and truly excited for the nation to join us in toasting to the next 150 years.”
Poised to become another Warburtons classic, the latest TV advert masterfully combines the brand’s signature warmth and humour with Morgan’s uniquely commanding and engaging charm, reminding viewers that the Warburtons are simply bakers born and ‘bread’. The new advert will officially premiere on Saturday 14th February, during The Masked Singer on ITV at 7pm.
