Brief : Warburtons

The ‘Thin Bagel’ Brief

Earlier this year Warburtons released thin bagels, but since the launch, sales have been dwindling. At the same time, The New York Bagel Company also launched a thin bagel, so they have competition. There has been little advertising, so not many people know that Warburtons Thin Bagels even exist. We want you to create ways to promote Warburtons Thin Bagels to the target audience.

Idea A

Don’t ignore the competition.

YOU THINK YOU KNOW BAGELS…

(image of Warburtons Thin Bagels)

BUT YOU HAVEN’T TRIED OURS YET.

 

Idea B

Focus on the reliability and longevity of Warburtons.

(1) WE’VE BEEN AROUND 141 YEARS. HAVE WE EVER LET YOU DOWN BEFORE? TRY OUR NEW THIN BAGELS.

(2) WE’VE LASTED THROUGH WW1 AND THE DOUBLE DENIM TREND.

WE THINK WE CAN HANDLE BAGELS.

WARBURTONS, FEEDING THE NATION SINCE 1876.

 

Idea C

Focus on how the Warburtons bagel is healthier (using humour).

YOU CAN EAT OUR BAGEL AND NOT FEEL BAD ABOUT IT AFTERWARDS.

(Image of woman in just woken up in bed with messy hair. In bed next to her is a bagel).