Warburtons aims to be the nation’s fibre provider

In addition, the popular Seeded Batch loaf is invited into the nation's homes as the company launches its first online mini drama, entitled 'The Seeds of Love'.

There is a wide range of marketing activity supporting these campaigns making them hard to miss.

The Nation's Fibre Provider campaign follows on from Warburtons 'Are you getting enough' campaign in 2007.

The objective is to raise awareness of the importance of wholemeal and fibre in the diet and reinforce Warburtons position as brand leader in wholemeal.

The Nation's Fibre Provider runs across Warburtons wholemeal range, with the emphasis on the recently launched Wholemeal Fibre Boost.

This campaign comprises on-pack 'fibre provider' message on 13 million packs, as well as press ads, a sampling roadshow and the launch of a microsite, www.fibreprovider.co.uk.

The internet is now a key source of nutritional information for consumers so www.fibreprovider.co.uk offers fibre tips from a health expert, a tracker to monitor fibre intake, recipes, details on Warburtons range and a chance to win a wellbeing weekend.

Katie Rowson, Category Manager at Warburtons, says: "Consumers' purchasing habits continue to be driven by health, and Warburtons Wholemeal products are a simple solution to consumers' daily fibre needs, with our Wholemeal Fibre Boost loaf providing a third of the daily fibre requirement. This national, multi-disciplined campaign will reach a huge audience and retailers can expect to see an increase in demand for our wholemeal products this Autumn."

Warburtons Seeded Batch is the No.1 Branded SKU in the Grains & Seeded loaf sector with a 13.2% share.

To raise further awareness of the Seeded Batch and communicate the 'better for you' credentials, Warburtons is launching its first viral campaign called 'The Seeds of Love' which is a mini drama series that can be viewed on-line via a microsite, www.bitesizedpassion.co.uk.

Warburtons will be promoting 'The Seeds of Love' campaign on-pack, via a viral email and on-line advertising. Throughout September and October, 7 million packs will highlight the campaign to drive consumers to the microsite.

On 1st September, 250,000 households will receive the viral email, with a teaser episode to whet their appetites, inviting them to sign-up 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 and enter a compeition to win a romantic mini-break for two in Venice.

Katie Rowson, Category Manager at Warburtons, adds: “Our research has shown that consumers of Seeded Batch are passionate about their favourite loaf so will enjoy 'The Seeds of Love' as it is a passionate mini-drama which takes place in an office. The viral mechanic for the 'Seeds of Love' campaign is a first for Warburtons and allows us to engage with our target consumers of women aged 35-64 in a more interactive way."