In a world first – and a bid to beat the Easter Egg, we are excited to launch Warburtons’ brand new Easter Bregg product.

The family bakery, now in its 142nd year, has previously brought popular innovations such as the Giant Crumpet and the Toastie Pocket to bakery aisles across the nation. Now they have decided to move into the Easter Egg market with a hollow ‘egg’ made from their seasonal Hot Cross Bun Loaf and filled with mini crumpets.

Billy Faithfull, Executive Creative Director at WCRS said, “Warburtons have gone and done it again, fearlessly innovating with the game-changing Easter Bregg: the accumulation of 142 years of family baking expertise for all to enjoy.”

On the morning of Easter Sunday (April 1st ), Warburtons released news of their hot (cross) new product through their Instagram and Facebook channels.

Unfortunately, for many Warburtons’ fans we later revealed through social media that the Easter Bregg was a hollow promise, and was merely a cheeky April Fools joke.

Sorry, we couldn’t help ourselves!

Full credits:
Client: Warburtons
Agency: WCRS
Executive Creative Director: Billy Faithfull
Creative Directors: Andy Lee and Jonny Porthouse
Agency Producer: Madeleine Macrae
Account Handling: Emma Marsland, Lauren Nuttall, Charlie Warner and Hannah Shelley
Agency Designers: Darren ODonoghue and Lee Burns
Media Agency: Mindshare