The campaign successfully increased Warburtons' brand awareness in the South of England. Rail advertising proved highly effective at boosting awareness of Warburtons' advertising. Posters further strengthened the brand's messaging around family values and encouraged positive word of mouth recommendations.

1. Warburtons
March 2011

2. Key Campaign information
Environment/Panels Key Campaign Objective
150 HD Rail 48
Sheets in Increase brand awareness in the South
London and and build awareness of the family
South East values of the Warburtons brand
Other Media 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
80% 78%
Post
100% growth
22%
19% 18%
13% 14% 12%
7% 9%
2% 4%
TV New spaper I nt ernet Radio Rail Ot her
Source: Opinium Research
Q3b. Where in particular have you seen or heard Warburtons advertising recently?

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

7. Word of Mouth
Posters driving word of mouth
7.29
Poster aware were the most
likely to recommend
6.29
6.19
5.78
Pre Post Poster Aware Not 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

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