Warburtons is using its first national TV advertising campaign to flag up the fact that it now has national distribution.

The company is unveiling a £20m investment in the brand next year, with activity set to hit the small screen on New Year's Day and run in bursts throughout the year. There will also be cinema and press advertising.

The aim of the campaign is to increase awareness of the brand across the country to build on its success in established areas and attract consumers in new areas.

The campaign will also build on Warburtons' heritage and reputation as a family-run business. The strapline 'Bakers Born & Bred' will be used on the ads.

To emphasise the personal approach of the company, consumers are even being encouraged to email chairman Johnathan Warburton with any ideas they have for new products in the adverts.

As The Grocer's Top Products survey 2006 shows, Warburtons is already the UK's bestselling bread brand, with sales totalling £405.3m - a rise of 18.5% year-on-year.