Bakery brand Warburtons has unveiled its latest ad campaign, Pride & Breadjudice, which features Peter Kay in the starring role.

The 180-second advert made its debut on Saturday October 7, and continuing the theme of Warburtons’ previous ad campaigns, it provides a taste of Warburtons’ family heritage.

Jonathan Warburton, chairman of Warburtons, said: “I’m very proud to see my family’s story on the big screen and think Peter makes a brilliant Thomas Warburton. It’s been fantastic working with a fellow Boltonian - he really captures Warburtons’ personality and highlights just what makes our Seeded Batch loaf so special. There’s a reason it’s one of our best-sellers. Needless to say, it was a lot of fun to film and we’re looking forward to entertaining families once again across the country.”

Commenting on his new starring roll, Peter Kay said: “I’ve thoroughly enjoyed the whole experience of working with Warburtons in their new commercial and I’m so excited for people to see the final product. It looks and sounds beautiful.”

Supporting the new TV commercial, a fully integrated approach will see the latest creative for Warburtons roll out across all channels courtesy of a comprehensive OOH, digital, social and PR strategy.