Warburtons to launch viral campaign

Warburtons is launching its first online viral campaign – ‘The Seeds of Love’ – to promote its Seeded Batch of bread.

The online campaign will interactively target 250,000 women aged 35 to 64 years old. Recipients will receive the first episode of the drama and will be encouraged to sign-up to the website to see the five remaining episodes.

Those who register will then receive a reminder email every Tuesday inviting them to visit the site and watch the latest episode. Recipients are also encouraged to visit the site to win a romantic mini-break for two in Venice, as part of a data capture drive.

The campaign will be part of a wider drive that will include online advertising and on-pack promotion.

Warburtons senior brand manager Joanne Bishop said: “We’re very excited about our first venture into viral marketing. It’s been great to test our boundaries and work really creatively with new tools of communication.

“We’re hoping that the power of online viral marketing will resonate with our key audience and drive female consumers online. Our research has shown that consumers of Seeded Batch are passionate about their favourite loaf, so will enjoy ‘The Seeds of Love’ as it’s a passionate and engaging mini-drama series.”

• [Source: PrecisionMarketing]*