Morgan Freeman brings his signature voice to Warburtons advert in Bolton as the family bakery marks 150 years of dedication to baking

Morgan Freeman, the legendary Hollywood actor known for his unmistakable voice, has become the latest A-lister to team up with Warburtons, following in the footsteps of Olivia Colman, Robert De Niro, and George Clooney.

At 88, Freeman lends his iconic narration to the British bakery brand’s latest campaign celebrating an incredible 150 years of baking.

The advert, titled 150 Years in the Baking, takes viewers on a nostalgic yet playful journey through Warburtons’ history, showcasing how a small family bakery grew into a beloved household name.

Freeman’s rich, warm tones guide audiences from the bakery’s first loaf in 1876 all the way to the present day, highlighting the family’s passion for baking.

A Heartwarming Journey Through Time

The ad opens at the bakery’s headquarters in Bolton, with Jonathan Warburton, the fifth-generation chairman, enjoying a slice of the brand’s famous Toastie loaf.

As Freeman’s narration begins, viewers are taken through key moments in the bakery’s history, including innovations that shaped the business and even nods to historical milestones such as the 1969 moon landing.

Freeman effortlessly lists the bakery’s staples—“White bread, seeded bread, crumpets, toastie, wholemeal…”—bringing both charm and humor to the story.

The advert even features a surprise cameo from Paddington Bear, indulging in one of his classic marmalade sandwiches.

In a delightfully candid moment, Freeman pauses mid-narration to ask Jonathan what a crumpet actually is.

Their playful exchange about the iconic British treat, which reportedly has 300 holes per crumpet, adds a humorous touch to the story while emphasizing the bakery’s quirky dedication to tradition.

Generations of Dedication

The commercial also touches on Warburtons’ future.

A touching scene shows a ‘Grandfather’ Warburton cradling his newborn grandson, symbolizing the transition of the baking legacy to the sixth generation.

This snapshot of family continuity reinforces the brand’s image as a multigenerational, deeply personal business.

The narrative concludes in modern times, featuring a fleet of Warburtons delivery trucks—a testament to the enduring reach of this British bakery and its commitment to generations of families.

Freeman’s Take on Baking and Legacy

Morgan Freeman reflected on his involvement:

“Lending my voice to chronicle 150 years of this family’s unwavering dedication to the simple, yet profound, act of baking… that’s a narrative that truly deserves to be heard.

Their commitment to quality, passed down through generations, shines through.

And I confess, I found myself quite taken by that crumpet—300 holes, I told you these Warburtons were crazy!”

Jonathan Warburton added:

“Baking is in our blood. This is more than an advert; it’s a celebration of 150 years of doing what we love.

And when it came to telling our story, who better than Morgan Freeman?

He makes even our humble beginnings sound grand.”

Warburtons’ Star-Studded Campaigns

Warburtons is no stranger to working with celebrities.

Previous campaigns have included:

• Olivia Colman in 2025, staging a mock government investigation to justify a crumpet heist.
• George Clooney in 2021, negotiating ideas with Jonathan while prioritizing toast time—his fee went to charity.
• Robert De Niro in 2019, portraying a gangster attempting to sabotage Warburtons’ bagels in Bolton.
• Sylvester Stallone in 2015, as a Rocky-style delivery hero.
• Even collaborations with The Muppets for a festive Christmas special.

These campaigns mix humor, heritage, and celebrity appeal, ensuring that Warburtons remains at the forefront of British baking culture.

What’s Next?

Warburtons’ newest advert will premiere on Saturday 14th February during The Masked Singer on ITV at 7pm, marking the next chapter in their long-running, star-studded advertising tradition.

Fans can expect more playful storytelling, nods to British baking staples, and perhaps another celebrity cameo or two.

With Freeman on board, the campaign is set to capture hearts while reinforcing the brand’s rich history and family values.

Summary

Morgan Freeman has added his iconic voice to Warburtons’ celebration of 150 years in business.

The advert, 150 Years in the Baking, blends nostalgia, humor, and family legacy, while showcasing key milestones and British baking traditions.

Freeman’s narration is complemented by Jonathan Warburton’s charming presence, cameo appearances, and playful humor surrounding the brand’s famous products like crumpets.

Warburtons continues its tradition of celebrity-led campaigns, reinforcing its reputation as a beloved British bakery poised for the next 150 years.