Warburtons: evolving marketing practices.

The article reports on the launch of an Internet campaign by Warburtons Ltd. to promote its Seeded Batch variety in Great Britain. The campaign is based on a mini-drama set in an office, which reflects how the company's traditional marketing portfolio is evolving as it seeks to connect with consumers by turning a product into a brand experience. It targets women ages 35-64 and will be supported by on pack and online promotions, including the opportunity to win a trip to Venice, Italy.