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Reading: Bakers Delight Skewers The Big Grocery Chains In Fun Stuff From HERO
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B&T > Campaigns > Bakers Delight Skewers The Big Grocery Chains In Fun Stuff From HERO
Campaigns

Bakers Delight Skewers The Big Grocery Chains In Fun Stuff From HERO

Staff Writers
Published on: 3rd November 2023 at 7:41 AM
Staff Writers
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Bakers Delight has launched a new campaign via independent agency HERO. The new campaign, We’re a bakery not a fakery, further interrogates the ‘fresh’ bread offerings from the big supermarkets and looks behind the curtain of those claiming to bake on site. The series of spots follows the daily routine of a supermarket ‘baker’ and the shortcuts he takes behind the scenes.

Bakers Delight launched its new brand platform ‘Keep It Real’ via HERO last year. It signified a substantial repositioning for the Bakers Delight brand, asking Australians to challenge their current perceptions of fresh bread, loyalty programs and what they’re really packing in their kids’ lunchboxes.

Jodie Murray-Freedman, general manager marketing said, “We’re extremely proud to put freshly baked bread that is made right there onsite every day on our shelves. We want Australians to understand that they don’t have to compromise on what’s real and authentic and perhaps be a little less accepting of how they are marketed to by supermarkets. In short, there’s no substitute for real.”

Shane Geffen, executive creative director said, “We’ve deliberately upped the ante this time round and haven’t pulled any punches. The new platform allows us to expose any fakery from the competition and we have definitely taken advantage of that. I think the Australian public will be quite surprised by the reality we’ve unveiled.”

The launch of the new campaign comes off the back of a number of recent award wins for HERO, with “Through Their Eyes,” for Maybelline NY taking home a Silver Cannes Lion, Silver Gerety award, Golds at AWARD awards and a Grand Prix for Viral Video at the Mad Stars. HERO’s awarded work for 2023 also includes campaigns for Toyota, Centrum and eBay along with client wins including Simply Energy, Calbee and Reckitt. The TV campaign is supported by social, digital, out-of-home and point-of-sale.

CREDITS

Agency- HERO

ECD: Shane Geffen

CD: Andrew Woodhead

Art Director: Charlotte Smith

Client Service Director: Richard Hayes

Account Manager: Johnny Lwin

Strategy Director: Tallon-Mason Kane

Producer: Margot Ger

 

Client– Bakers Delight

Director of Marketing: Jodi Murray-Freedman

Head of Campaigns: Andrea Biagini

Product Development & Support Manager: Luke Farrell

 

Production Company- Collider

Director: Jack Taylor

Producer: Annie Shutt

DOP: Aaron McLisky

 

Editor: Lucas Vasquez, Crayon

Social Edits: Adrian Katz

 

Sound Production- Bang Bang

Engineer: Justin Bodanac

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TAGGED: Baker's Delight, HERO
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Staff Writers
By Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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