Tuesday 8th July 2014

Warburtons 'bears' new name - Warbeartons to mark partnership with PADDINGTON

For the first time in its 138 year history, Warburtons headquarters in Bolton and over 6 million of their Half & Half products will undergo a major rebrand as Warburtons changes its name to Warbeartons. Warbeartons unique Half & Half packaging will also feature an image of the bear we all know and love.

Inspired by Paddington's adventurous spirit, Warburtons is taking Paddington on a tour across the UK this summer aboard the World's first travelling loaf - the 'Warbeartons Adventure Bus', a double-decker sized bus in the shape of a Half & Half loaf.

Families will get the chance to meet Paddington Bear, sample his favourite marmalade sandwiches and take home a special summer adventure guide. Warburtons will be challenging families to spot the Warburtons Adventure Bus and upload a photo to Facebook for a chance to win a once-in-a-lifetime adventure family holiday.

In addition to social media, the integrated communications strategy taking place will also feature national PR, in-store activity and events.

The teaming up of these two household names adds to the excitement, momentum and anticipation as the nation looks forward to the launch of the new Paddington movie launching on 28th November.

Nicholas Durbridge, Chairman of The Copyrights Group said: "We are delighted to be partnering with Warburtons, the nation's number one bakery brand.1

 "With both Warburtons and Paddington being such well-known family brands, this is the perfect strategic partnership and we are very much looking forward to the host of activities Warburtons have planned for Paddington throughout this year. With the first ever Paddington movie launching in November, there will be many more exciting adventures to come," added Nicholas.

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