Warburtons have a strong brand, however they are not very connected with the younger demographics.
To solve this I looked into ways the younger audiences connected with food and found 23% of all Instagram users photograph their food for a photoblog or as a food diary. I am sure if you take scroll through your Instagram feed now, you’ll probably spot a food photo.
Indeed #food, #foodporn #instafood and #yummy are amongst the 100 most popular Instagram hashtags attached to a cumulative 438,921,588. So how do Warburtons slot in there?
Warburtons make the perfect canvas for any morning photo.
From bread to bagels, they give all of TicTok, YouTube and Instagram a starting point for creativity.
All that’s needed is a way to get the new Hashtag out of their #WarbARTons. That’s where our campaign came into play.
Problem: Warburtons wanted to reach more people on social media.
Insight: Everyone is obsessed with taking photos of food they are proud of.
Strategy: Show how Warburtons is the perfect canvas for your next post.
