Robert De Niro Takes Over Warburtons Bagels

Warburtons partners with the Oscar-winning actor, Robert De Niro to promote its latest bagel range.

This is not the first time Warburtons has partnered with TV icons, they’ve worked with the Muppets and Sylvester Stallone in previous campaigns.

De Niro acts alongside chairman Jonathan Warburtons, who plays himself, and the brand knows how to use self-deprecating humour to juxtapose its Bolton heritage with De Niro’s world in the ad.

The new bagel product is also a smart move that mimics the evolving bakery market. Sales of white sliced loaves were down 12% over the five years to 2017 and more consumers are looking towards ‘sandwich alternatives’. It launched ‘bagel thins’ four years ago, which the brand claims now accounts for 20% of the market.