Warburtons creates ‘crust only’ loaf in April Fools response

By on Monday, April 15, 2013

Warburtons is cashing in on responses to its April Fools ‘All Ends’ loaf by creating a limited edition version of the loaf.

warburtons all-ends big pic

Initially launched on the brand’s Facebook page on April 1, the loaf comprises solely of crust ends and was intended as a joke – but the concept generated hundreds of comments and over a thousand likes from duped fans.

Warburtons has savvily responded to the demand by creating the one-off loaf for the brand’s biggest Facebook fans to sample, though just how they’ll be deciding who they are is unclear.

warburtons all-ends

Mark Simester, marketing director at Warburtons, said: “We had no idea that our spoof loaf would receive such an enthusiastic response, so we’re pleased to have baked limited editions for our most discerning crust lovers on Facebook.

“We’re always looking for ways in which we can be innovative and meet our customers’ needs – it’ll be interesting to see what feedback we get on the actual All-Ends Loaf once our fans have had the opportunity to sample it.”

This is a great example of developing the standard April Fools concept, providing tangible evidence that the brand listens and responds to fans, and utilising social media in a simple and effective way.

Here’s a brief video explaining why it exists:

https://www.youtube.com/watch?v=lqJpx_UJR9c

Check out their Facebook page for more info.

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