Warburtons launched a new campaign to celebrate its 150–year history, with a video narrated by Morgan Freeman. The TV advert called “150 years in the Baking” will officially premiere on Saturday, February 14.
Consistent with previous videos, the ad opens with Jonathan Warburton, Warburtons Chairman, sitting at his desk, beside him a warm, butter slice of Toastie loaf. The fifth generation of Warburtons – Jonathan, Ross and Brett – have actively managed the company since 1991.
Freeman highlights the breadmaker’s history, illustrating its deep-rooted obsession for baking, spotlighting key moments of bakery innovation, in parallel with humanity’s historical achievements, such as the moon landing. The video suggests a continued legacy as the sixth generation will continue to write Warburtons’ history. “For the next 150 years, who knows?” Freeman says, before he is light-heartedly, ‘cut off’ by Jonathan Warburton, who underlines the key message: “There will always be a Warburton behind this desk!”
Morgan Freeman said, “Lending my voice to chronicle 150 years of this family’s unwavering dedication to the simple, yet profound, act of baking… well, that’s a narrative that truly deserves to be heard. Their commitment to quality baking, passed down through generations, shines through, making it abundantly clear why they’ve remained a beloved household name for so long. And I confess, I found myself quite taken by that crumpet – 300 holes, I told you these Warburtons were crazy!”
Jonathan Warburton added: “As gross as it may well sound, baking truly is in our blood. This is more than just an advert; it’s a celebration of 150 years of simply doing what we love – baking delicious bread for British families. It’s not every day you turn 150, and we wanted to mark this incredible milestone with everyone who’s made us a part of their family’s lives, from the breakfast table to the lunchbox, through five generations of dedication to our craft.
And when it came to telling the story of our relentless passion for baking, well, who else could we possibly ask but the world’s most recognisable storyteller and the voice of God himself, Morgan Freeman. He brings an epic and memorable scale to our history, making even our humble beginnings sound rather grand! We’re incredibly proud of our journey and truly excited for the nation to join us in toasting to the next 150 years.”
Photo: Warburtons