Warburtons rolls in new look ‘virtually overnight’

Bakery brand Warburtons is to relaunch with a new brand identity and packaging by Leeds

consultancy Elmwood.

The new identity is to

be introduced virtually overnight on 23 September and is backed by a 5m marketing campaign.

The Warburtons brand is strong in the north and the bakery claims to have an 8.6 per cent share of the 868m bread sector. But the new identity and packs are primarily aimed at boosting Warburtons’ share of associated sectors, particularly so-called morning goods such as bread rolls and crumpets.

Elmwood, which beat two London groups in a paid creative pitch last year, has created a new identity featuring a hand-drawn logotype and a quality seal on a rich red diamond.