1. Warburtons
March 2011

2. Key Campaign information
Environment/Panels
150 HD Rail 48
Sheets in
London and
South East
Other Media
Key Campaign Objective
Increase brand awareness in the South
and build awareness of the family
values of the Warburtons brand
Other Information
Respondents all to be rail commuters who
work in London and live in London/South
East

3. Campaign doubled brand awareness
PRE
POST
Hovis
52%
51%
Kingsmill
24%
18%
Warburtons
8%
16%
Source: Opinium Research
Q1. We would like you to name all of the bread brands that you can think of, first mention
Pre301, Post 300

4. Advertising stood out amongst rivals post
campaign
PRE
POST
Hovis
49%
Warburtons
47%
Kingsmill
45%
Hovis
41%
Warburtons
43%
Kingsmill
40%
Source: Opinium Research
Q3. Which of the following brands have you seen or heard advertising for recently?

5. Rail was key at driving this increase in
advertising awareness
100% growth
Source: Opinium Research
Q3b. Where in particular have you seen or heard Warburtons advertising recently?

6. Posters were key at driving the family message
All
TV
Aware
Poster
Aware
71%
85%
93%
Source: Opinium Research
Q2. Which of the following brands of bread would you describe as family orientated?
Post stage

7. Posters driving word of mouth
Word of Mouth
Poster aware were the most
likely to recommend
6.19
7.29
6.29
5.78
Pre
Post
Poster Aware
Source: Opinium Research
Q5 How likely is it that you would recommend Warburtons to friends or family?
Please provide your answer on the below scale of 0-10 where 0 is not at all likely and 10 is extremely likely
Not aware