The Warburtons campaign from March 2011 aimed to increase brand awareness in the South of England and promote the brand's family values. The campaign doubled brand awareness and increased advertising awareness, with rail advertising being the key driver. Posters further strengthened the family message and encouraged positive word of mouth recommendations. The document analyzes pre-and post-campaign research and shows the campaign was successful in meeting its objectives.

1. Warburtons
March 2011

2. Key Campaign information
Environment/Panels
150 HD Rail 48
Sheets in
London and
South East
Other Media
Key Campaign Objective
Increase brand awareness in the South
and build awareness of the family
values of the Warburtons brand
Other Information
Respondents all to be rail commuters who
work in London and live in London/South
East

3. Campaign doubled brand awareness
PRE
POST
Hovis
52%
51%
Kingsmill
24%
18%
Warburtons
8%
16%
Source: Opinium Research
Q1. We would like you to name all of the bread brands that you can think of, first mention
Pre301, Post 300

4. Advertising stood out amongst rivals post
campaign
PRE
POST
Hovis
49%
Warburtons
47%
Kingsmill
45%
Hovis
41%
Warburtons
43%
Kingsmill
40%
Source: Opinium Research
Q3. Which of the following brands have you seen or heard advertising for recently?

5. Rail was key at driving this increase in
advertising awareness
Pre
Post
80% 78%
100% growth
19%
TV
22%
New spaper
13% 14%
I nt ernet
Source: Opinium Research
Q3b. Where in particular have you seen or heard Warburtons advertising recently?
12%
18%
7%
Radio
9%
Rail
2% 4%
Ot her

6. Posters were key at driving the family message
All
TV
Aware
71%
85%
Source: Opinium Research
Q2. Which of the following brands of bread would you describe as family orientated?
Post stage
Poste
r
Awar
93%
e

7. Posters driving word of mouth
Word of Mouth
Poster aware were the most
likely to recommend
6.19
7.29
6.29
5.78
Pre
Post
Poster Aware
Source: Opinium Research
Q5 How likely is it that you would recommend Warburtons to friends or family?
Please provide your answer on the below scale of 0-10 where 0 is not at all likely and 10 is extremely likely
Not aware

8. Summary
• Brand awareness in the South
driven by the campaign
• Rail was the key medium at
driving a substantial increase in
advertising awareness
• Posters were also key in
strengthening the “family”
message and encouraging word
of mouth

9. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
including brand knowledge and
favourability

10. Want to find out more?
Contact the JC Decaux research
team to find out how the campaign
performed across other metrics
including brand knowledge and
favourability