Warburtons Toastie on-pack promotion

Client Challenge:

Toastie is Warburtons’ best selling loaf, the flagship product of the company. Its packaging alone is iconic and many bread lovers swear by its toasting and sandwich-making versatility. However, white bread is a declining market, with wholemeal and healthier breads seeing increases in sales due to an ever-increasing health-conscious society. Whilst Toastie has a massive loyal fan base the threat of other bread types and competitor products meant we needed to try and lock customers into the brand to prevent them from switching. The challenge was to keep Toastie front of mind and reinforce why and what people love about this iconic loaf.

Our solution:

A campaign of three parts. We wanted to reach consumers at the point of purchase so an on-pack promotion was created offering prizes relevant to the product – toasters and egg cups! To win one of these must-have Toastie accessories all you needed to do was register your details online. But we wanted a special place for Toastie lovers to go so we created a bespoke Toastie website. Not only could customers enter the competition but they could “breadgister” for Toastie updates, send in their own Toastimonials and download exciting recipes on how to make the most of your favourite loaf. Knowing the massive following that Toastie had we knew that not everyone would be lucky enough to win through the competition, so to make sure everyone had the chance to own their own piece of Toastie memorabilia we set up a merchandising section on the website, offering Toastie branded mugs and egg cups. Here’s to toasting the success of Toastie for many more years to come!

For further information please contact:

Paul McGann, Head of Promotional Marketing on 0113 230 4000 or email p.mcgann@brahm.com

Alternatively call Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com