Healthy Families Campaign
Warburtons’ Burnley bakery briefed Souter PR to develop and implement a campaign to enhance relationships with its neighbouring Asian community.
It was vital that all activity underpinned Warburtons’ brand values of ‘family’ and ‘caring’ and communicated the importance of bread as part of a healthy, active lifestyle.
In response, Souter PR partnered with the Blackburn with Darwen Education Action Zone (EAZ) to develop a campaign to promote understanding of healthy living – linking traditional Asian food to healthy western diets.
The campaign was promoted predominantly amongst women and girls – equipping parents with practical skills to share with their families.
In response, a healthy living course – – comprising three one hour sessions – was developed and delivered. To mark the end of the pilot project, Warburtons hosted a party for the children of those mums who took part. They prepared food and refreshments based on what they had learnt – providing a fun and practical reinforcement of the healthy living message.
Media coverage was achieved in the Blackburn-based Lancashire Evening Telegraph and BBC Radio Lancashire, whose community bus broadcast from the party.
As a result, Warburtons Bread built credible links with its neighbouring Asian community – subtly and appropriately communicating the value it places on caring for the health of families.