In early 2018, the Warburtons Gluten Free team came to WCRS with a challenge: how can we launch the Gluten Free arm of the brand (previously Newburn Bakehouse by Warburtons) and let people know that we offer a wide range of Gluten Free products that combines 142 years of real baking experience with all of the taste of the real thing?
And here began our quest to bring Gluten Freeeedom to every gluten free and gluten intolerant person in Britain. We discovered that for too long they had been mistreated. Dismissed as fussy eaters. Accused of following fads. Sentenced to picnic purgatory. And broken by brittle toast. But no more… For sandwich satisfaction had arrived with a range of beautifully baked products to empower and excite gluten free bakery lovers far and wide.
The campaign which has run across Facebook, Instagram and Pinterest, is made up of fun social posts and videos that introduce people to the bold and positive new brand identity. They also celebrate the variety of products on offer and the potentially delicious things you can do with these once you discover Gluten Freeeedom.
Andy Lee and Jonny Porthouse, Creative Directors at WCRS, said that “Living gluten free can be a disappointing picnic of brittle toast for breakfast and butties that never quite cut the mustard. Or, at least, that was until Warburtons brought over 140 years of baking prowess to the GF table. Now those who avoid gluten are free to enjoy proper cheese on toast and sarnies that can once again sing. It’s yet another sure-footed move from the Bolton bakery that deserved work to match: gloriously bold and positive, with a nice big dollop of Warburtons’ wit.”
Warburtons’ Director of Free From, Chris Hook added that “The start of 2018 has been a busy and exciting one for Warburtons Gluten Free, with a rebrand that has brought us under the umbrella of the Warburtons main brand. We’re looking forward to seeing how this visually bold and positive Gluten Freeeedom campaign will help us do the important jobs of not only appealing to our loyal customer base, but also increasing awareness with those who follow a gluten free diet, but don’t know that Warburtons bake a delicious range of gluten free bakery products.
Executive Creative Director: Billy Faithfull
Creative Directors: Andy Lee & Jonny Porthouse
Creatives: Michael Eichler & Sam Bishop
Agency Producers: Alex Honnor & Madeleine Macrae
Account Handling: Emma Marsland, Lauren Nuttall, Charlie Warner, Hannah Shelley
Social Strategist: Abi Bishop
Agency Designer: Mark Allred
Production company: Partizan
Director: Giles Ripley
Producer: Nicole Gray
Post Production: nineteentwenty
Sound design: Grand Central
Media Agency: Mindshare