Warburtons has launched a new campaign led by Hollywood star Olivia Colman.

Created by the creative agency Joyful & Triumphant, with McCann Manchester handling social media support, the ad will be broadcast across TV, video-on-demand, out-of-home, radio, social platforms, and online.

The campaign includes a 120-second TV commercial, along with 60- and 30-second edits.

The central film portrays Colman as a representative of the fictional Department of National Treasures.

Jonathan Warburton, Chairman of Warburtons, said, “We’re absolutely thrilled to have Olivia Colman join us for this adventure.

“I might be biased but I certainly believe our crumpets deserve national treasure status, and if Colman’s enthusiasm for the ‘inspection’ is anything to go by, I’d say she does too.

“I’m confident our crumpets will rise to the occasion, even if that ‘occasion’ is simply being a delicious breakfast or snack at the Colmans’ for many years to come.”