Warburtons go to heroic lengths to deliver to 16,000 stores every day. We needed a hero to represent this incredible commitment to fresh bread. Sylvester Stallone is famous for playing heroes with steely determination and a never-say-die attitude, therefore he was a perfect (if a little surprising) star for our new campaign.
The TVC features Sly pitching a movie idea, ‘The Deliverers’ to Jonathan Warburton, playing a Warburtons baker and delivery driver. The campaign was launched as an ITV ‘proud to present’ spot during the opening episode of this year’s series of Britain’s Got Talent. We reacted to the deluge of positive response on Twitter from viewers and celebs, by creating live trailers featuring people’s tweets. The campaign was further sustained across social channels, including an interactive YouTube takeover, TV, out of home, in-store and PR.