Peter Kay and Jonathan Warburton

Warburtons has revealed a behind-the-scenes look at its new ad starring Bolton’s Peter Kay, the brand’s successor to Sylvester Stallone and The Muppets.

Details are under wraps, but the bread giant did disclose the clip would see the comic trying get chairman Jonathan Warburton to buy into a “great idea”.

“As a family business, we take our baking seriously,” said Warburton, “but we don’t take ourselves too seriously, so working with someone like Peter has been great fun. Can’t wait for it to hit the screens later this year.”

Kay, who grew up near the Warburtons bakery, added: “I can’t believe I’ll be following in the footsteps of Sylvester Stallone. Also, I don’t understand why Sly didn’t ask to get paid in free bread for life. He missed a right trick there.”