BETC London creates Warburtons Toastcard Facebook app
Warburtons, the UK’s number one branded baker, is to launch a new social media campaign as part of its wider Breakfast push, that aims to brighten up the nation’s mornings. Be it a loved one, a faraway family member, or a poorly friend, you can toast the day together with Warburtons brand new Toastcard app – a Facebook app created by creative agency BETC London that lets you cheer someone up by sending them some virtual Warburtons toast inscribed with your personalised message.
Each viral slice of Warburtons toast can be fully customised with an illustration or message that is guaranteed to bring a smile to the receiver's face – whether it be a heart for Valentine's Day, message of support, or even just a simple good morning - all made using the virtual butter knife and a selection of delicious spreads.
The Warburtons Toastcard activity supports a wider £8.2m Warburtons marketing campaign, which also includes heavy weight TV advertising, media partnerships with Magic and MSN, press and radio advertising, as well as in-store marketing. Utilising a fully-integrated approach, Warburtons intend the campaign to encourage the nation to eat more bakery products at breakfast and to educate consumers about the brand’s depth of range and relevance to the occasion. As an added incentive to share the toast love, the best Warburtons Toastcard each week wins a luxury Warburtons breakfast hamper full of goodies.
Warburtons already has an active group of Facebook fans managed by Clarion Communication, however this viral activity aims to build this even further. The Facebook app is being seeded virally by BETC London in a blogger outreach campaign.
Matthew Charlton, CEO of BETC London, said: “Warburtons touches millions of breakfast tables every day and is passionate about delivering quality to their customers. We hope that this idea will allow many to share digitally in an idea that encapsulates the passion, fun and warmth that the Warburtons people, the Warburtons product and the Warburtons brand all have inherently.”
The app can be found at www.facebook.com/Warburtons
CREDITS
Creative Director : Neil Dawson
Art Director : Jonny Plackett
Copywriter : Jonny Plackett
Account Director : Romilly Martin
Digital Production Co : Boxlight Media
