Warburtons has announced a strategic brand partnership with Paddington Bear to celebrate the launch of the new Paddington film this autumn.
For the first time in its 138 year history, Warburtons headquarters in Bolton and over six million of its Half & Half products will undergo a major rebrand as Warburtons changes its name to Warbeartons.
Paddington is the first ever live action film inspired by Michael Bond’s best-selling books.
Being produced by David Heyman (producer of all eight of the Harry Potter films, Gravity and The Boy in the Striped Pyjamas among others) and helmed by twice BAFTA nominated director Paul King (Come Fly With Me, The Mighty Boosh) the film has a stellar cast with Nicole Kidman as the villain, together with Hugh Bonneville, Sally Hawkins, Julie Walters, Peter Capaldi, and Jim Broadbent.
The partnership between Paddington and Warburtons is a natural collaboration between two well-known British household names and ties in perfectly to Warburtons mum friendly Half & Half range.
Warbeartons new Half & Half packaging will feature the iconic bear and aims to drive excitement and interest in the category and create greater standout in-store.
To support the activity Warburtons will be encouraging families across the UK to get out and enjoy their own adventures with an integrated communications campaign throughout the summer including PR, social media and in-store activity.
Megan Harrison, brand and portfolio director, Warburtons said:
“Paddington and Warburtons are much-loved British institutions, Paddington is also famous for his marmalade sandwiches making Warburtons and Paddington the perfect match.
“Here at Warburtons, many of us have grown up with Paddington and we were delighted to team up with him”.
Nicholas Durbridge, chairman of The Copyrights Group said:
“We are delighted to be partnering with Warburtons, the nation’s number one bakery brand.
“With both Warburtons and Paddington being such well known family brands we feel this is the perfect match and we are very much looking forward to all of the activities Warburtons have planned this year for Paddington.
“With the first ever Paddington movie launching on 28th November there are going to be lots more exciting adventures to come”.
