The Market Leader: Warbutons
Information sourced from: https://bakeryinfo.co.uk/news/fullstory.php/aid/17954/Bread_dominates_list_of_UK_92s_most-shopped_brands.html
Bread has a massive stance in the 'brand war' supermarket show down, in fact the top 3 most shopped brands are in fact all bread companies; Warbutons, Kingsmill and Hovis.
Although 80% of the population by Warbutons at least 20-25 times a year, these statistics are dropping whilst Kingsmill is closing the gap. Why is this? Has it got anything to do with what they offer? Or is there more external competition such as supermarket own brand products. According to this article people are becoming increasingly less swayed by branded products from the introduction of ALDI and LIDL.
I feel that Warbutons success is largely due to its adaptation to move with the times, hence their new 'brand' Newburn Bakehouse (http://www.newburnbakehouse.com)
Everything they sell is gluten, wheat and milk free allowing their customers to get on board with this brand as they already trust the main brand Warbutons. I think it is also clever to completely create a new brand and image as it is then easily distinguishable in the supermarkets that this is a gluten free product, taking away the time for the consumers to search labels. Their ethos is 'something that everyone can enjoy' which is a strong sentiment that will speak to a wide variety of people.\
Their products:
I think it is really unique that this brand is separate and stands alone from the supermarkets, it has managed to build an identity through it's website and advertising there that is unusual to other companies similar such as displaying the food in a glamorous '21st century social media' kind of way, rather than just what the product is itself.
It is not just a product website but also a blog, identifying that this is a lifestyle they have catered to it through the use of factual pages about living gluten free and also a blog.
What other advertising do they do?
Other than being prevalent in the supermarket, Newburn Bakehouse has a YouTube channel where they do 'tasty' style videos using their gluten free produce. I think this shows that this brand is in touch with their customer base and that they are very socially aware in engaging a new audience in a new and fun way.
But how did Warbutons get so big?
It is the 2nd largest brand in the UK, second only to Coco-Cola which has been growing steadily for the past 25 years. Before, they only has 2% of the market and now they have 24%.
Warbutons ads:
https://www.youtube.com/watch?v=Z2N_TVdrhTI
Starring Sylvester Stallone, aired April 2015.
This is an usual take on an advertisement which is probably why it was so popular. It was not the use of a familiar face that was unusual rather the composition itself. It shows Stallone pitching his idea to Jonathan Warbuton on what he believes they should do, and of course doing it in a Hollywood movie style, showing the lengths they go to to get the bread for the supermarkets accentuating it as a military style operation.
https://www.youtube.com/watch?v=_wsqi5xSuOg
Starring the Muppets, aired November 2015.
This is another version of the already well executed Stallone ad, something that is key to identifying their brand as it has good continuity. Instead this time they were using it to advertise their mega sized crumpet. It very much has a Muppet feel whilst having the products alongside the cast and with a catchy song shows Warbutons versatility as a brand. Their use of popular culture connects with an audience who have watched the Muppets and therefore will associate them with the product.
https://www.youtube.com/watch?v=4uCeeVl_He4
Starring Peter Kay, aired October 2017.
He is highlighting that they have been around for 141 years old this year and therefore Kay's idea for the campaign is a period style drama, which although being set back in time is very much 'in' for TV dramas that are popular with Brits (Midwife/Downtown Abbey). Entitled 'Pride and Breajudice' it is a funny take on a well known book, blending the old where Warbuton came from to the current style of today (with the inclusive of Kay as a voice over, changing the story is an unusual but witty take). They are re-telling a well known story which may be risky but I feel pays off as they use popular culture references 'Mr Costa Del Sol or Mr North of the Wall' to make the audience laugh and be engaged.
From researching this brand I want to look more into customer relationships with brands, do we trust them? Why do we choose to spend more money on a branded product when an unbranded product may be better and cheaper? Look into the psychology (this will link well with Eat Well for Less?)
What brands are now starting to be affected by consumer needs (i.e. more veggie/vegan/free from products than ever before) does the relationship work both ways?
Could I also look into why bakeries are out of favour, speak to someone who works at one.
Bread has a massive stance in the 'brand war' supermarket show down, in fact the top 3 most shopped brands are in fact all bread companies; Warbutons, Kingsmill and Hovis.
Although 80% of the population by Warbutons at least 20-25 times a year, these statistics are dropping whilst Kingsmill is closing the gap. Why is this? Has it got anything to do with what they offer? Or is there more external competition such as supermarket own brand products. According to this article people are becoming increasingly less swayed by branded products from the introduction of ALDI and LIDL.
I feel that Warbutons success is largely due to its adaptation to move with the times, hence their new 'brand' Newburn Bakehouse (http://www.newburnbakehouse.com)
Everything they sell is gluten, wheat and milk free allowing their customers to get on board with this brand as they already trust the main brand Warbutons. I think it is also clever to completely create a new brand and image as it is then easily distinguishable in the supermarkets that this is a gluten free product, taking away the time for the consumers to search labels. Their ethos is 'something that everyone can enjoy' which is a strong sentiment that will speak to a wide variety of people.\
Their products:
- Crumpets
- Loaves (seeded, white, brown and farmhouse)
- Rolls
- Wraps
- Thins
- Artisan bread
I think it is really unique that this brand is separate and stands alone from the supermarkets, it has managed to build an identity through it's website and advertising there that is unusual to other companies similar such as displaying the food in a glamorous '21st century social media' kind of way, rather than just what the product is itself.
It is not just a product website but also a blog, identifying that this is a lifestyle they have catered to it through the use of factual pages about living gluten free and also a blog.
What other advertising do they do?
Other than being prevalent in the supermarket, Newburn Bakehouse has a YouTube channel where they do 'tasty' style videos using their gluten free produce. I think this shows that this brand is in touch with their customer base and that they are very socially aware in engaging a new audience in a new and fun way.
But how did Warbutons get so big?
It is the 2nd largest brand in the UK, second only to Coco-Cola which has been growing steadily for the past 25 years. Before, they only has 2% of the market and now they have 24%.
Here, Warbutons discusses that one of the keys to their success was local advertising on the news and as they expanded region by region so did the awareness of the brand which worked well for ITV. The irony in it was that Kingsmill and Hovis were taking up the majority of the southern market, however they had their own mills which they supplied wheat to Warbutons so in this way were aiding their competitor unknowingly. Their USP when expanding was in fact their desire to expand; looking past the stereotypical white loaves, they decided to look into other items such as crumpets, pittas and muffins. They believe the key to their success was the fact that it is a family business, always has been and always will be with no desire to sell.
https://www.youtube.com/watch?v=Z2N_TVdrhTI
Starring Sylvester Stallone, aired April 2015.
This is an usual take on an advertisement which is probably why it was so popular. It was not the use of a familiar face that was unusual rather the composition itself. It shows Stallone pitching his idea to Jonathan Warbuton on what he believes they should do, and of course doing it in a Hollywood movie style, showing the lengths they go to to get the bread for the supermarkets accentuating it as a military style operation.
https://www.youtube.com/watch?v=_wsqi5xSuOg
Starring the Muppets, aired November 2015.
This is another version of the already well executed Stallone ad, something that is key to identifying their brand as it has good continuity. Instead this time they were using it to advertise their mega sized crumpet. It very much has a Muppet feel whilst having the products alongside the cast and with a catchy song shows Warbutons versatility as a brand. Their use of popular culture connects with an audience who have watched the Muppets and therefore will associate them with the product.
https://www.youtube.com/watch?v=4uCeeVl_He4
Starring Peter Kay, aired October 2017.
He is highlighting that they have been around for 141 years old this year and therefore Kay's idea for the campaign is a period style drama, which although being set back in time is very much 'in' for TV dramas that are popular with Brits (Midwife/Downtown Abbey). Entitled 'Pride and Breajudice' it is a funny take on a well known book, blending the old where Warbuton came from to the current style of today (with the inclusive of Kay as a voice over, changing the story is an unusual but witty take). They are re-telling a well known story which may be risky but I feel pays off as they use popular culture references 'Mr Costa Del Sol or Mr North of the Wall' to make the audience laugh and be engaged.
From researching this brand I want to look more into customer relationships with brands, do we trust them? Why do we choose to spend more money on a branded product when an unbranded product may be better and cheaper? Look into the psychology (this will link well with Eat Well for Less?)
What brands are now starting to be affected by consumer needs (i.e. more veggie/vegan/free from products than ever before) does the relationship work both ways?
Could I also look into why bakeries are out of favour, speak to someone who works at one.
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