Our New Ad: 150 Years in the Baking

Morgan Freeman stars in latest ad - '150 Years in the Baking'

A heartwarming journey through our 150 year history, from the very first loaf baked in 1876 to the present day, delving into the heart of our obsession with baking

To mark our special 150^th birthday we have unveiled our latest TV advert, “150 years in the Baking”, narrated by Hollywood legend, Morgan Freeman. View the ad here.

The ad opens once again with Jonathan sitting at his desk. As he prepares to tuck into a warm, buttery slice of Toastie loaf, the rich, unmistakable tones of Freeman’s voice begin to narrate. With his signature wry charm, Freeman masterfully sets the scene for a journey through our 150 year obsession with baking.

Freeman skilfully guides the viewer through our history, illustrating our deep-rooted obsession for baking, spotlighting key moments of bakery innovation, and juxtaposing them with nostalgic scenes from the 20^th century and historical milestones such as the 1969 moon landing.

As we look ahead to the next 150 years and passing on the family’s baking legacy to the sixth generation, a poignant scene shows a ‘Grandfather’ Warburton, fresh from the bakery, cradling his newborn grandson in a hospital. The narrative ends by leaping into the modern day, as a fleet of Warburtons lorries drive by – a heritage British brand, built on generations of dedication and a heartfelt passion for baking.

Morgan Freeman said, “Lending my voice to chronicle 150 years of this family’s unwavering dedication to the simple, yet profound, act of baking… well, that’s a narrative that truly deserves to be heard. Their commitment to quality baking, passed down through generations, shines through, making it abundantly clear why they’ve remained a beloved household name for so long. And I confess, I found myself quite taken by that crumpet – 300 holes, I told you these Warburtons were crazy!”

Jonathan Warburton added: “As gross as it may well sound, baking truly is in our blood. This is more than just an advert; it’s a celebration of 150 years of simply doing what we love – baking delicious bread for British families. It’s not every day you turn 150, and we wanted to mark this incredible milestone with everyone who’s made us a part of their family’s lives, from the breakfast table to the lunchbox, through five generations of dedication to our craft.

“And when it came to telling the story of our relentless passion for baking, well, who else could we possibly ask but the world’s most recognisable storyteller and the voice of God himself, Morgan Freeman. He brings an epic and memorable scale to our history, making even our humble beginnings sound rather grand! We’re incredibly proud of our journey and truly excited for the nation to join us in toasting to the next 150 years.”

The new advert will officially premiere on Saturday 14^th February, during The Masked Singer on ITV at 7pm.

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