The two-minute advert, named ‘The Inspection’, sees Colman visit the Bolton-based bakers under the ruse of determining whether Warburtons crumpets are worthy of ‘National Treasure’ status.
It also stars Warburtons chair Jonathan Warburton and will air for the first time on Saturday 3 May 2025 during Britain’s Got Talent on ITV.
The appearance of Colman follows previous ads that have starred fellow A-list actors including Robert De Niro and Samuel L Jackson.
During the advert, Colman demands that Warburton provides her and the ‘Department of National Treasures’ team with a tour of the factory. After a period of intense scrutiny, Colman finally admits that the whole thing was in fact made up before swiftly departing, crumpet in-hand.
New research from YouGov found that 71% of Brits consider crumpets a cornerstone of British culture, while 41% agree they deserve National Treasure status.
Commenting on her appearance in the advert, Colman said: “I’m surprised Jonathan didn’t rumble me from the start and let’s be honest, who really needs convincing that the Great British Crumpet is a National Treasure? I was simply there to ensure a lifetime supply landed in my kitchen.
“In all seriousness though, it was a whole load of fun to film – Warburtons, you’ve got yourselves a crumpet connoisseur for life.”
Warburton, who has served as chair since 2001, added: “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.”
Headquartered in Bolton, Warburtons produces more than two million products every day at its 11 bakeries, delivering to 18,500 stores each morning.
