Warburtons has launched its latest social media campaign, ‘#140Years’, to celebrate 140 years of history and heritage through 140 emojis.

The campaign leverages Twitter’s 140 character feature in order to celebrate the history of Britain’s favourite bakery brand – adding a fun and rewarding element to the extensive online conversation that Warburtons generates.

It’s been 140 years since Ellen and Thomas Warburton started baking and selling loaves from their grocery shop in Bolton and the campaign allows social media users to follow them on their journey to the present day.

Twitter users will be given the opportunity to win £140 every day. Warburtons will be putting out clues on Facebook and Twitter  in the form of online films, GIFs and stills, with questions. Users who answer the question right will go into a big prize draw at the end of the competition. Users can answer as many questions as they like, so there are multiple opportunities to enter. These clues tell the brand’s story.

The online brand activation is one of the first to make use of Twitter’s new Conversational Ad offering which allows users to enter at the click of a button, automatically generating their response.

The social media campaign kicks off with an online launch film and will run across Warburtons’ social platforms for two weeks. The winners will be announced after the competition closes on Sunday July 24.