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Warburtons launches new campaign to boost nation's fibre intake
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Warburtons, one of the UK’s largest FMCG brands, is launching a new campaign aimed at boosting the nation’s fibre intake.

The campaign, which launches in September, positions Warburtons as "The Nation’s Fibre Provider" and focuses on three of Warburton’s fibre-rich loaves: Wholemeal, Stoneground Wholemeal and Wholemeal Fibre Boost.

The campaign was devised by marketing communications agency Brahm and aims to show people how they can fill their fibre gap by making simple changes to their daily dietary patterns. Two slices of Wholemeal Fibre Boost, spread with their favourite topping would provide a third of an adult’s guideline daily fibre intake.

In-store, each fibre-rich Warburtons loaf will feature a specially designed on-pack icon, "The Nation’s Fibre Provider", to help consumers identify the relevant products.

A dedicated microsite, www.fibreprovider.com developed by Brahm, includes information for consumers to find out more about fibre and details recipes from renowned nutritionist Jane Clarke. 

Consumers can also simply calculate their fibre intake using the online fibre counter, which includes a database of more than 1,000 popular food items.  There is also an opportunity to enter a free prize draw to win a well-being spa break at Ragdale Hall.

The campaign will raise awareness of this important issue through online banner adverts and magazine advertising in women’s press and Sunday Supplements, throughout September, encouraging the nation to boost their fibre levels and visit www.fibreprovider.com.

To demonstrate that fibre can also be tasty, sampling activity will take place in supermarkets nationwide throughout the Autumn.  Shoppers will try beans on toast using Wholemeal Fibre Boost, which can provide over half of an adult’s daily intake.

It is anticipated that more than 80,000 consumers will take part. A leaflet containing fibre information and recipes, details of a dedicated microsite and three money off coupons valid across the Warburtons fibre range, will also be distributed.

Paul McGann, director at Brahm said: “We have worked with Warburtons for over five years and are delighted to be partnering with them on this innovative multi-channel campaign.  Research has shown a big gap in average daily fibre intake, which could have an impact on the nation’s health in later life.  The British Nutrition Foundation advise normal adults should strive for 24g of fibre per day, but in reality most adults manage just half that."

Vanessa Railston, marketing manager at Warburtons, commented: “By highlighting the fibre content of Warburtons products and a range of other popular foods we hope to boost our consumers’ fibre levels.  Small changes can make a big difference towards achieving a healthier balanced diet."

August 31, 2008
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