For further information contact Sarah Miskell at Warburtons on 01204-556695
or Emma Wright at icas on 020 7632 2400
WARBURTONS APPOINTS icas TO RAISE THEIR TRADE
PR PROFILE
Warburtons, the UK’s largest independent baking business, has chosen
icaspr to spearhead a major business-to-business pr drive. Warburtons has selected
the Covent Garden agency as part of its strategy to extend the brand into the
national bakery market. The focus will be to inform retailers of the Warbuburtons
product range and marketing support activity, with a strong campaign emphasising
the premium ingredients and the resulting quality and freshness of the products.
Warburton’s currently employ approximately 3,300 people at 11 bakeries
stretching across the country, from Bellshill in Scotland to Enfield in North
London. The company produce over two million bakery products every day, from
sliced loaves to fruity teacakes, to satisfy every taste and occasion.
icaspr was appointed following a four-way pitch run by Warburtons’ Category
Marketing Controller, Sarah Miskell, “We have made huge investments in
national expansion programme over the last 18 months, and we needed a strategic
campaign to ensure we engage effectively with the retailers. icaspr was able
to demonstrate both experience and creativity in the FMCG business-to-business
sector.”
Board director at icas, Emma Wright, added ”It’s our remit to position
Warburtons as a category leader in the bakery sector, and to help them achieve
their national distribution ambitions.” Work will start on the campaign
on June 1st.
icasPR is a Partner firm of Public Relations Organization International, Inc.
(PROI) which has more than 50 Partner offices around the world.
