NEWSWORKS AWARD 2013
Background and objectives
• Warburtons is a well-known British family bakery brand, using the tagline “from
our family to yours”. As such, a tactical “Royal Baby” message provided the
perfect opportunity for Warburtons. The objectives were simple; to run a tactical
campaign congratulating the Duke and Duchess of Cambridge on the birth of
their first child. We needed to reach as many people as possible with the
message. The highly anticipated due date of the Royal Baby meant that print
was the best medium to run a congratulations message, as we needed a
medium that could be responsive and act quickly with relatively short delivery
• Thus, the role for newsbrands was simple – to reach as many people as fast as
possible following the birth of the future king.
Insight and strategy
• Our strategy was clear; we wanted to raise awareness of Warburtons'
congratulations message. We did this by recommending running activity in
various Royal Baby supplements, due to the quick turnaround of print titles.
• The creative agency who worked with us on this campaign was WCRS.
• The turnaround time from when we received the brief was very tight and no
one knew the due date, which made it difficult to activate. Therefore, we had
to work quickly with WCRS to ensure we didn’t miss out on the opportunity.
• Newspapers were the only medium used, as the tactical message could be
utilised quickly. Moreover, print provided the perfect environment for WCRS'
• We wanted to take advantage of the various Royal Baby specials and
supplements that were being designed by the national press market in order to
drive reach whist running against relevant content.
• We ran in Royal Baby supplements in The Sun, Daily Telegraph, The Times and
against relevant editorial in Evening Standard and Daily Mirror.
• We were able to negotiate the outside back cover of The Times supplement at
no additional premium, therefore delivering the impact and standout that
Warburtons had requested.
• The Warburtons Royal Baby tactical campaign generated a lot of buzz on
Twitter. The sentiment was 100% positive about the campaign and creative.
See below for a doodle that highlights the “buzz” on twitter:
We have liaised with our PPC team who have confirmed there was a search
uplift on the 24th July
The campaign did not have any commercial objectives set as it was a brand
opportunity for Warburtons. However, the difficulty we had was predicting when
the baby was going to be born and ensuring that the placements didn’t run
before the birth or too late after.
The campaign has demonstrated the impact newsbrands can have on twitter
Client view (out of 5
I just wanted to drop you a quick note to say a big thanks for all your hard work on the
Royal Baby piece.
The placements so far have been fantastic and I'm so pleased you managed to secure
that Times back page - what an amazing opportunity!
It’s generated a great amount of additional coverage and stand out for the brand
externally and internally the buzz continues! Jonathan spoke at the board today to say
how pleased he was and I've been bombarded with emails all day from colleagues,
which is a great barometer of internal pride