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Souters pushes Warburtons Picnic Awards and National Bread Week |
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Wednesday, 07 May 2008 |
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Manchester’s Souters has started work on its eighth consecutive National Bread Week campaign for bakery giant Warburtons.
The agency has been asked to publicise a series of initiatives, including the Warburtons Picnic Awards (run through Love’s new www.welovebread.co.uk website) and the first ever Picnicathon. In tandem with this Souters will co-ordinate sampling, competitions, press coverage and generally get people to literally ‘eat out’, or at least have some open air butties, all this week. The Picnicathon will see nine different ‘relay teams’ of picnickers picnicking across the length of the country. This starts with a 9am breakfast on 9 May in Aberdeen and ends eight hours later in Torbay with a teatime feast. The North West leg sees a party of Manchester schoolchildren enjoying a midmorning meal in the gardening exhibition at Urbis.
Agency MD Sue Souter said of the activity: "Picnics are the perfect platform for Warburtons. “The product is hero – bread is at the heart of most family picnics - and everyone can engage, any age, any place, any time. We are aiming to deliver the best ever results this year."
www.souter-rmc.co.uk
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