WCRS’ ‘The Giant Crumpet Show’ scoops last Thinkboxes of 2015

‘The Giant Crumpet Show’, WCRS’ pre-Christmas campaign, for the launch of bread-maker Warburtons’ Giant Crumpets, featuring The Muppets, has won the November/December 2015 Thinkboxes award for TV advertising creativity.

In an attempt to run counter to the traditional emotive approach favoured by so many brands at that time of year, a high-energy, mini-edition of The Muppet Show was created.

Classic characters were featured making a song and dance about the crumpets, while chairman Jonathan Warburton, whose previous ad appearances have included starring with Sylvester Stallone, hung out with Miss Piggy in the two-minute spot.

“Rather than look to pull on the nation’s heartstrings, we wanted to set a completely different tone at Christmas with a celebratory and fun Muppets extravaganza for the launch,” explains Warburtons marketing director Mark Simester.

While Warburtons takes its baking seriously, it doesn’t like to take itself too seriously as a brand. The Muppets perfectly reflected its association with fun and family.

“Ultimately, we wanted to make an impact with this campaign and get people talking about bakery, and the reaction from consumers has surpassed our expectations, so we
know this has been achieved,” says Simester.

“The combination of strong product innovation, coupled with a lighthearted and fun creative campaign, has really helped our Giant Crumpets become an instant favourite with families across the UK.”


We wanted to get people talking about bakery, and the reaction surpassed expectations

Mark Simester Marketing Director, Warburtons

Creative Agency: WCRS ECD:  Billy Faithfull Creative: Andy Lee / Jonny Porthouse TV Producer: Helen Powlette Film Production: Another Film Company Director: Declan Lowney

Other ads on the podium

Currys PC World:  Spare the Act (2nd)

  • Creative agency Abbott Mead Vickers BBDO
  • Creative team Mike Sutherland, Antony Nelson
  • Client Gary Booker
  • Production company O Positive
  • Director David Shane

Sainsbury's: Mog's Christmas Calamity (3rd)

  • Creative agency Abbott Mead Vickers BBDO
  • Creative team Adrian Rossi, Alex Grieve, Tony Strong, Michael Durban
  • Client Ruth Cranston
  • Production company Outsider
  • Director James Rouse

Also shortlisted

John Lewis: Man on the Moon

  • Creative agency Adam & Eve/DDB
  • Creative team Ben Priest, Ben Tollett, Richard Brim, Miles Carter, Sophie Knox
  • Client Craig Inglis
  • Production company Somesuch
  • Director Kim Gehrig

KFC: The Friendship Bucket Test

  • Creative agency Bartle Bogle Hegarty
  • Creative team Dan Dehlavi, Drew Haselhurst, Hamish Pinnell
  • Client Meghan Farren
  • Production company Moxie Pictures
  • Director MJ Delaney

A view from a Thinkbox Academy member on this month's picks

Dave Henderson, Chief Creative Officer, Mullen Lowe

I don’t know which part of our anatomy screens will be sticking out from in 100 years’ time, but I can confidently predict that we’ll still be watching commercials on them. This will always be the most powerful way to connect with large audiences because we’re hardwired to enjoy this heady mix of vision and sound.

Dave Henderson Chief Creative Officer, Mullen Lowe

Click here to see who won the previous award

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