Abbott’s Village Bakery Recruits Volunteer Scarecrows To Protect ‘Free Range Bread’ Via BMF

Abbott’s Village Bakery Recruits Volunteer Scarecrows To Protect ‘Free Range Bread’ Via BMF

George Weston Foods Limited continues the ‘Free Range Bread’ campaign for the Abbott’s Village Bakery brand, with the launch of a series of online films, created by BMF, documenting the volunteer scarecrows that protect the free range loaves.

The ‘Free Range Bread’ story has proven to be a strong differentiator in the past, with Abbott’s Village Bakery free range loaves free from any artificial colours, flavours or preservatives, while also ‘roaming free’.

The volunteer scarecrows further dramatise this in the next chapter of the story, which demonstrates how much care goes into raising our bread – free range.

Cam Blackley, executive creative director, BMF, said, “Following up from the ‘Free Range Bread’ work, we wanted to show that it takes a village to raise a loaf. The online environment is a great opportunity to delve into the gentle characters that take bread breeding so seriously.”

Graeme Cutler, marketing and innovation director, Tip Top, added, “We wanted to extend our distinctive Free Range World in order to strengthen the connection with our audience, and highlight the care and dedication that goes into each and every loaf.

“The Volunteer Scarecrows concept created by BMF, was the perfect way to continue the storytelling behind this master brand campaign.”

The campaign launched across various paid digital media publishers and the Abbott’s Village Bakery Facebook page, with a long form online film, two 30″ and two 15” executions.

The digital and social strategy gives us greater ability to reach more consumers in a targeted and responsive way. Based on the chosen media – spanning paid and owned – BMF will retarget, test and optimise the most effective use of assets and the sequence of content and messaging across the audiences.


Executive Creative Director: Cam Blackley
Creative Team: Dantie Van Der Merwe, David Fraser, Harry Neville Towle and James Sexton
Executive Planning Director: Christina Aventi
Head of Digital and CRM Strategy: Irina Hayward
Senior Strategic Planner: Emily Field
Social and Content Strategist: Gabriella Singh
Managing Director: Steve McArdle
Group Account Director: Kura Tyerman
Senior Account Director: Aisling Colley
Account Manager: Kimberly Ngo
Agency Producer: Esta Lau

Production Company: Rabbit Content
Director: Abe Forsythe
Executive Producers: Alexandra Hay and Lucas Jenner
Producer: Alexandra Hay
DOP: Katie Milwright
Editor: Drew Thompson @ ARC Edit

VFX Supervisor: Jesse Bradstreet @ Alt VFX
VFX Supervisor/Flame: Jay Hawkins @ Alt VFX
Senior Producer: Dawn Walker @ Alt VFX
Animations: Robbie Reid, Stephanie Tomoana and Chris Rentoul @ Alt VFX
Lighting: Anna Hilding @ Alt VFX
Compositing: Tim Parsons @ Alt VFX

Music: Lukas Farry @ Otis Studios
Sound: Tone Aston @ Rumble Studios

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