Activation, an award-winning creative shopper marketing agency, has been appointed by Bolton baking behemoth Warburtons, the UK’s largest bakery brand, as its sole UK shopper marketing agency following a competitive pitch process.
Activation will now be responsible for leading the creative development and execution of retail media and shopper marketing across the Warburtons portfolio in UK retailers. The partnership officially began on 1 March 2026, with Activation already receiving briefs for projects, both across 2026 and into 2027.
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Matt Ramsay, managing director of Activation, said: “This is a standout moment for Activation. Warburtons is one of the UK’s most iconic brands, and we’re absolutely thrilled to be able to flex our creative muscles on such a rich, exciting and genuinely brilliant British brand. It’s a huge opportunity for our agency, and we can’t wait to get stuck in.”
Fiona Lydon, senior shopper marketing manager at Warburtons, added: “We are looking forward to working closely with the team at Activation to deliver some standout new retail campaigns. It is an exciting time to join the Warburtons team as we celebrate our 150th birthday as there is plenty of fun, creative work to be done!”
Activation has already begun work on a number of upcoming projects as Warburtons continues to invest in its shopper marketing activity. The agency has some big shoes to fill, with previous Warburtons campaigns having featured household names the likes of Samuel L Jackson, Morgan Freeman and Robert DeNiro.
The creative agency specialising in shopper marketing, retail media and digital campaigns and partners with leading UK FMCG brands, including Warburtons, The Compleat Food Group, Premier Foods, Wilkinson Sword, Whyte & Mackay, Tilda and Benecol.
