Warburtons is splashing out £5m on a marketing push to support its Half & Half lines and sandwich alternatives.
The push is being fronted by Olympic triathletes and brothers Alistair and Jonathan Brownlee, who have been named ambassadors for the Half & Half range that blends 50% white and 50% wholegrain flour.
The brothers will feature in social media and PR activity to drive consumers to the Warburtons Facebook page, while the campaign will include “heavy-weight” TV advertising.
“We continue to see Half & Half and sandwich alternatives grow as consumers demand variety from their meals and nutritional benefits for their families,” said Warburtons marketing controller Megan Harrison. “Our latest campaign represents our on-going investment in these sectors to drive long-term category growth.”
Warburtons, which said it had made its biggest-ever marketing investment in the category this year, has also introduced new Halloween packaging for lines including Half & Half Toasties, Rolls and Wraps.
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