Warburtons to Close Factory as £16 Million Marketing Campaign is Launched
Warburtons, the UK’s largest independent baker, is closing its plant in Blackpool with the loss of 55 jobs. Production at the factory is due to finish by the end of January.
“The last year has been particularly challenging due to a number of changeable factors including further pressure on household budgets and an increasingly competitive market,” explains Jonathan Warburton, chairman of Warburtons. “The changes to our manufacturing operations ensure we can continue to meet the demands of our customers and consumers and will ensure a stable future for the business.”
Established in Bolton in 1876, Warburtons employs about 4,500 employees in 12 bakeries and 13 depots across the UK. The group produces over two million bakery products each day.
Meanwhile, Warburtons has announced that it is investing £16 million in a new marketing campaign this year. The campaign will incorporate a mix of TV advertising, radio, digital, PR, sampling and in-store activity.
“Building on our brand strengths, our new marketing campaign will future-proof the brand and the category by demonstrating its ability to meet the needs of families today and driving products in strategic growth sectors,” comments Mark Simester, marketing director of Warburtons. “This demonstrates a first for Warburtons as we feature specific products, not only driving brand awareness but also a broad range of product sales. By making the biggest marketing investment in the category ever, the campaign positions Warburtons as a bakery brand with an exciting range for thriving families, appealing to consumers today as well as in the future.”
