Here’s the new outdoor advertising to compliment their new TV campaign (you can see one of the ads here, should you bothered to trek through a Flash only site with no deep linking – or another, not as good one, here on Warburton’s own site).

It also shows off their new packaging. Which isn’t great.

Pushing the brand name heavily, ‘fine’.

Having a tagline that seems to be heavily influenced by Wickes (although not quite as good), ‘a bit confusing but ok’.

Lacking family heritage elements (even if that’s what they’re pushing in the TV ads), ‘odd but ok’.

Picking a strong solid colour for the packaging to help shelf standout, ‘fine’.

Making the entire pack blue – ‘bloody weird’.

Blue doesn’t feature too heavily in food (or its packaging) and so is subconsciously (an evolutionary trait) tied to things that one shouldn’t eat. It is also the delightful colour that bread (and other foods) happen to go when they go mouldy. So it looks like you’re selling mouldy bread. Great strategy guys.