WARBURTONS

Powering Warburtons back to school push with a nationwide on pack promotion to drive engagement.

The Brief

Warburtons wanted to launch an on-pack promotion to amplify visibility of their Half & Half loaf during the 12-week back-to-school season (August–October). The aim was to engage families, drive purchase across all major retailers, and offer a hero prize that felt both aspirational and relevant to their core audience.

The Solution

We worked with Warburtons’ agency to secure Jet2holidays as the perfect partner. The campaign featured 13 grand prizes – seven-day, 5-star family holidays – and thousands of secondary rewards such as branded beach balls, speakers, e-readers, vouchers, and towel sets. It ran nationwide, both in-store and online across Warburtons’ social channels, driving strong visibility.

We delivered full partnership co-ordination, acting as the intermediary between Warburtons and Jet2holidays to keep both parties aligned throughout the campaign. This included organising prize package details, sharing assets and information, maintaining momentum between partners, and ensuring timelines and deliverables stayed on track. We also developed the secondary prize structure, curating a family-focused selection of rewards designed to maximise excitement and mass participation.

This campaign required hands-on coordination between two major brands, leading to a bespoke level of back-and-forth management, detail clarification and partner alignment. We ensured both brands had what they needed at each stage, enabling smooth approvals and a seamless partnership experience.

Feedback from winners and partnering brands was extremely positive, and the promotion delivered excellent engagement during a key retail window.