Radiocentre’s May Creative Spotlight: Warburtons

What happens when a national treasure meets a national pleasure? Add an entertaining script, strong production and brilliant acting, you get a great ad. Warburtons and Olivia Colman have delivered our ad of the month for May with the expertly executed Crumpet Heist.

This is one of three humorous radio ads in which Olivia Colman denies involvement in a crumpet heist. Theatre of the mind transports the listener to a secure location where Olivia is 'allegedly' holed up with three and a half tonnes of Warburtons’ finest crumpets which she has, 'also allegedly', sequestered during an inspection of the Warburtons’ factory. Despite her insistence that the accusations are preposterous, the sound of police banging on the door, and Olivia putting on a Scottish accent to claim “she’s not here at the moment,” suggests otherwise.

The campaign is a powerful example of maximising the multiplier effect of radio alongside TV using consistency of storyline and voice and with the brand at the heart of the drama.

Transcript:

Hi everyone, it’s Olivia Coleman here.

I’m sorry to say that ridiculous rumours still abound,

That I’m somehow holed up in a secure location with 3.5 tonnes of Warburtons’ finest crumpets…

And all the crumpet slippers a girl could wish for.

I find the whole accusation beyond preposterous.

*Banging on the door*

Mrs. Coleman, it’s the Police, we know you’re in there, come out with your crumpets up.

*Coleman puts on a Scottish accent*

Err, she’s not here at the moment!

Warburtons crumpets,

A national treasure.

Check out more from Radiocentre here. 

Read more about Warburton's 'The Inspection' campaign.