London Rail

Baker Street tube blows its crumpet!

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For two days Baker Street became Bakers Street and crumpets featured as the station’s main roundel over those two days! This complimented the advertising on the Jubilee line platform at Baker Street tube station – which had been active for the past week. Its a rare example of an advertising collab with TfL that began with an initial phase followed by a more intensive two days as the finale.

Compared to the earlier, the two days had additional branding, including a large advert placed on the fascia above the passageways at the bottom of the escalators, something that’s probably not been done before. The pillars surrounding the entrance/exits to the four passageways off the Jubilee line platform also had additional branding, and the station naming on the wayfinding signage above the adverts also read Bakers Street.

Bakers Street’s ‘Golden Arches’ possibly? The pair of passageways no doubt imitate the shape of a Warburton’s loaf of bread!

Despite the attempt to keep the ‘Bakers Street’ away from the usual roundels to avoid any confusion, the somewhat irregular spacing of the roundels meant two of the usual Baker Street ones had a ‘Bakers Street’ sign above where the direction and wayfinding signage exists. None of the others, not even the orangey crumpet roundel examples, had that at all.

MIND THE BAP: MORGAN FREEMAN DELIVERS TANNOY ANNOUNCEMENTS AT ‘BAKERS STREET’.

Morgan Freeman is set to voice announcements at London Underground’s Baker Street station to celebrate 150 years of Warburtons.

Warburtons – ‘Celebrating a 150 year journey’. Although it must be said the Jubilee line has been in existence a mere 47 of those 150 years!

If you’re at Baker Street station today or tomorrow, and think you just heard Morgan Freeman tell you to “mind the bap!”, the good news is you’re (probably) not having a nervous breakdown… (Facebook).

Here’s a quote from TfL staff who were involved in the campaign:

It’s simple, its strikng, its all-star! This week we’ve been celebrating Warburtons 150th anniversary at Baker Street with the most magnificent crumpets you’ve ever seen and the mellifluous magic of Morgan Freeman, keeping customers safe by reminding them to mind the bap and to stand behind the buttery yellow line. Even better, every crumb of the dough generated from this brilliant activation is invested back into the network. Happy birthday #Warburtons, we have loved celebrating with you. (Linkedin).

And another:

Featuring crumpets and toast and the dulcet tones of Morgan Freeman…. not how we might normally describe the customer experience on the Jubilee line at Baker Street. But today (Thurs 19th) is the last day you can pop down to see the toast bunting and stand behind the buttery yellow line and help Warburtons the bakers to celebrate their 150th birthday at Bakers Street. I hope you enjoy the Morgan Freeman announcements as much we do. Well planned, targeted and wonderfully creative activations like this help brands reach people as they travel across London. It helps TfL to generate income that is then invested back into the transport network to deliver well-kneaded improvements for all. It’s a recipe for success that keeps the network on a roll. Mind the bap, and stand clear of the doors please. (Linkedin).

Warburton’s staff reading The Daily Dough on the Jubilee line at Bakers Street (aka Baker Street) station.

Here’s a fuller representation of the front page of the exciting Warburton’s newspaper – The Daily Dough – just in case anyone would like it as their computer wallpaper! Following that is the main article reproduced from The Daily Dough detailing Warburton’s publicity campaign.

The Daily Dough

WARBURTONS TOASTS 150 YEARS AT BAKERS STREET

Commuters travellng through London’s Baker Street this Thursday and Friday will be forgiven thinking they werre in baking heaven, as the inimitable tones of Morgan Freeman flood the station.

A series of playful Tannoy announcements voiced by the Hollywood legend including “Mind the bap”, “Stand behind the buttery yellow line” and a polite request to allow passengers off the train before boarding, as they “might be going home to toast a crumpet” are just a few of the delights in store for passengers this week.

Warburtons is behind the bakery themed twists on the familiar Tannoy announcements, bringing the brand’s warmth and humour directly into the heart of the capital. The act is a follow-on from its “150 years in the Baking” ad, which saw Morgan Freeman narrate 150 years of Warburtons baking history.

In tandem with the Tannoy announcements, the historic Baker Street Station will be transformed to the newly named “Bakers Street” with the iconic roundels on the Jubilee line platform updated with playful tributes to Warburtons. With previous research from the brand revealing 71% of crumpet-eating Brits say they consider the humble crumpet cornerstone of British culture. Warburtons are honouring the national treasure with its very own series of roundels.

The activation, in partnership with TfL, masterfully extends the narrative of the latest TV ad, continuing Freeman’s role as the narrator of the Warburtons story, and now guiding Londoners on their journey in a light-hearted, unexpected way.

Commuters travelling through Baker Street on March 18th and 19th can enjoy the full celebration, featuring a virtual rebranding of the Jubilee line platforms to “Bakers Street”, alongside the unmissable Tannoy announcements from Morgan Freeman.

Finally, Warburtons on the last day of their advertising had this to say:

Hurry, we’re departing from Transport for London’s Bakers Street today. Stand behind the buttery yellow line and take a peek at how our birthday celebrations are going down. Who’s getting on for the ride? (Facebook).

Despite stating their campaign would end on the 19th March, the Warburton’s theme has continued regardless. The extra advertising over the two days (eg Bakers Street, Morgan Freeman’s announcements and the crumpet roundels etc) was removed in the early hours of the 20th March. It has now reverted to its earlier, pre Bakers Street, format for a few more days.

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