Warburtons & Covid

Campaign: Communicating Covid working practices to an entire workforce

The Brief

Support Warburtons during the pandemic

Creative thinking

Quick turnaround

Special edition of W Magazine

Social media content

How we suported Warburtons
during the pandemic

We’ve worked with bakery giant Warburtons for many years, helping them with their internal communications. We were originally appointed to write, design and print their award-winning internal employee magazine ‘W’ which is distributed to all employees and retired staff across the country. We still love doing that and the fact Warburtons now trust us to design and produce all their staff communications – everything from employee benefits brochures to school visitor packs, charity posters and stacks in between.

Back in March, when lockdown was announced, Warburtons’ bakeries went into overdrive.  With more people at home, and stockpiling becoming widespread, demand for bread increased dramatically. Whilst some businesses sent their employees home to work, for Warburtons’ bakers and drivers this wasn’t an option.  To ensure everyone was working safely, Warburtons needed to quickly communicate new working practices.

To this end, they asked our designers to produce three posters which would be displayed at all of its 26 depots and bakeries.

The infographic style posters showed:

  • How to wear a mask
  • How to safely car share
  • How to take care of face visors

We also produced a Pulse Check poster calling for feedback from employees.

To communicate with consumers, Warburtons launched the ‘At Home with Warburtons’ campaign which shared fun content with consumers across its social channels. The creative team at RMS was on hand to design visually engaging social assets including lockdown visuals showing lunch ideas and pancake recipes.

Whilst we were busy producing collateral that needed to be turned around quickly, we also worked on a special edition of W Magazine. The 20-page edition highlighted all the fantastic work Warburtons was doing to get its products on shelves, support foodbanks, local charities and those who were shielding.

With the RMS design and content team working from home, regular video calls with the internal comms team and bakery managers ensured that the publication was kept on schedule. Once finalised, we had to rework the usual sign off process, hand delivering the Magazine to the client for final approval. Once approved, we arranged for copies to be printed all members of staff and organized for them to be delivered across the country.

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