Warburtons' marketing director Hayes departs

A spokesman for Warburtons, which is the largest bakery brand in the UK by market share, confirmed that Hayes is no longer with the company, but declined to comment on the reasons for his departure.

It is not known if he has a job to go to.

Prior to joining Warburtons, Hayes was marketing director at distiller Whyte & Mackay, where he was said to have been responsible for the relaunch of the whisky brand.

Hayes’ departure follows the launch of Warburtons’ £8.2m marketing strategy to highlight the range of breakfast options offered by bakery goods.

Launched last week, the campaign marks the brand’s first foray into the breakfast treat category, which also includes waffles, croissants and Danish pastries.

Activity spans TV, digital and experiential and is is backed by TV presenter Jenni Falconer, nutritionist Fiona Hunter and TV doctor Hilary Jones.

Last April, Warburtons’ hired former Durex marketing director, Megan Harrison to its number-two marketing role.