Warburtons began in 1876 when Ellen Warburton had the idea to bake loaves of bread for her family’s local grocery shop. Five generations later, it is the largest bread brand in the UK. It has been a champion of bread for a healthy breakfast, and indeed eating a healthy breakfast, since its Rise to Shine Breakfast Club campaign in 2009.

In 2012, it ran an £8.2m integrated marketing campaign with Microsoft Advertising highlighting breakfast as a priority meal and Warburton’ role in it.

The campaign ran across television, digital, consumer press, radio, PR and in-store marketing, and included a media partnership with MSN.co.uk and Magic FM and a Taste Challenge on its MSN microsite.

In 2014, Warburtons has signed a two year deal with the British Heart Foundation (BHF), which will include charity work to raise awareness of the importance of healthy eating to maintain a healthy heart.

As part of the campaign, Warburtons is displaying the BHF logo and key campaign messages on all Warburtons wholemeal bread packaging to communicate the benefits of eating starchy carbohydrates in particular and maintaining health in general. And BHF will spread its message to the 6.8m million households that buy the bakery brand’s products.

The partnership activity kicked off with Warburtons supporting the BHF’s Call Push Rescue (CPR) national campaign to create a Nation of Lifesavers, by providing all adults and children with the means to learn CPR skills.

Now, Warburtons has launched Red Breakfast, a stop motion spot shot and edited by Matthew Barlow, that is the focal point for a social media (Facebook) campaign to raise awareness of the importance of healthy eating in maintaining a healthy heart.

The spot was created by WCRS, Warburtons’ lead creative agency handling TV, radio, outdoor, press, online and social media.

Giving the simple ad its impact is the sound design and mix by Grand Central Recording Studios’ George Castle. Here is the project through his eyes:

“From the moment I got the brief, I was hugely excited to start experimenting with the different sounds that would bring to life the stop-motion characters in the spot.

“It was clear from the beginning that the sound design would add to the ‘cartoony’, playful vibe. The sounds I created are cheerful and light-hearted, to work with the fast-changing visuals.

Getting the character voices right was key, but the fact that the spot is stop-motion style gave me quite a bit of freedom, as the audience isn’t expecting a soundscape that feels true to life.”

Creative credits:

Agency: WCRS

Creative: Gavin Cumine

Sound Design & Mix: George Castle @ GCRS

Agency producers: Sarah Ritchie & Lizzie Mabbott

Photographer: Matt Barlow via Germaine Walker

P.S. Check out the stunt that Gavin Cumine and his other half at WCRS, Andy Parkman, created to launch a café called Attendant, that opened on the site of what was once a public toilet.