Warburtons calls in Cohn & Wolfe to challenge health concerns over bread

Warburtons, the second biggest grocery brand in Britain, has drafted in Cohn & Wolfe as it attempts to challenge health concerns over bread.

Challenge: Warburtons wants to combat 'myths' about bread
Challenge: Warburtons wants to combat 'myths' about bread

The bakery specialist has picked newly launched division C&W Political Counsel for an ongoing retainer brief, as part of efforts to promote the importance of bread.

The integrated team will cover a corporate and public affairs brief, replacing Porter Novelli, which previously held the corporate side of the account.

UK corporate comms manager for Warburtons Tearmh France said: 'The team at Cohn & Wolfe understands the complex environment in which we operate and developed a programme that enables us to build our corporate brand and deliver a positive impact on the bottom line.

'They will look at issues of health and lifestyle and changing consumer eating and we want them to engage with stakeholders, NGOs and the Government to debunk myths surrounding bread, while raising its profile.'

The campaign will challenge the notion that having bread as part of a daily diet is unhealthy.

France added that the brief also required the agency to represent the size and success of the company, as well as its contribution to the economy.

Last year Warburtons started exporting to international markets, with a focus on central and Western Europe, and this element will be touched on in the comms effort.

'This is about recognising part of our vision of becoming one of the world's best family food businesses,' France said.

Director and head of C&W Political Counsel Andrew Escott will lead the effort across corporate and public affairs, reporting to France.

The six-figure appointment follows a review in which chemistry meetings were held with five agencies. Cohn & Wolfe carried out a half-year project for the company last year.

C&W Political Counsel was launched earlier this year to provide a PA service integrated with the agency's corporate and consumer divisions.

Clarion Communications remain the retained agency for Warburtons.

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