Dentsu has partnered with Woolworths to transform the iconic tune ‘Hot Cross Buns’ into a full orchestral performance, celebrating the retailer’s biggest hot cross bun range yet.
To bring the idea to life, dentsu creative collaborated with the Auckland Symphony Orchestra (ASO) to turn the simple three-note recorder melody many remember from primary school into a cinematic orchestral piece.
The track was re-scored and orchestrated by composer Ryan Youens, bringing together 32 musicians from the ASO to elevate the well-known tune Hot Cross Buns into a grand symphonic arrangement.
Youens, known for his work as arranger for the Synthony Festival and as an orchestrator on The Hobbit film series said “Taking this timeless piece, I’ve reimagined it into an epic orchestral arrangement. It’s a journey from the familiar simplicity of a nursery rhyme to a grand, symphonic expression.”
The campaign celebrates Woolworths’ most extensive range of hot cross buns to date, from the traditional favourite to more indulgent options such as Cinnabon.
The orchestral track will roll out across multiple platforms as part of a media approach designed by Dentsu media, that places audio at the heart of the campaign.
The strategy focuses on audio-enabled environments and channels, anchoring the campaign in both digital and linear radio while identifying opportunities to integrate sound into unexpected spaces to create disruption and stand out across the media landscape.
The media campaign will launch with integrated partnerships abd activity across major radio stations, extending into Spotify and social.
Extending the campaign beyond the airwaves, an audio and video enabled digital truck activation will tour key locations and brand ambassadors will engage audiences on the ground by sampling hot cross buns and creating memorable, high-impact moments as the campaign comes to life in real-world environments.
Sam Gujer, senior marketing manager, Fresh & Own Brand at Woolworths, said the campaign reflects the retailer’s focus on elevating seasonal favourites.
“At Woolworths, we take the familiar and make it epic through innovation and collaboration, and that is exactly what we’ve done here, turning the humble Hot Cross Buns tune into a full orchestral performance with the ASO.”
Tash Pinker, account director at dentsu creative added, “Woolworths has been dedicated to making their hot cross buns epic, so it was great to partner with the ASO to celebrate them and take the idea to the next level.”
For the dentsu creative team, the idea came from the shared childhood memories of David Gillard-Allen and Jerome Toh.
They said: “When we were first briefed, we realised our strongest memory of ‘Hot Cross Buns’ wasn’t the food, but the song that was drilled into our heads when learning the recorder in primary school.”
“Fun fact: the recorder used for the initial sound recording was my actual recorder from primary school when I learned ‘Hot Cross Buns’ 36 years ago,” added Mike Felix, chief creative officer at dentsu creative.
While the recorder version may be a distant, and squeaky, memory for many, the remastered orchestral ‘Hot Cross Buns’ is now rolling out for Easter.
“There is a wonderful magic in the contrast between a child’s rendition of Hot Cross Buns on the recorder and the epic sounds of a symphony orchestra playing the same tune. This highlights the powerful connection to the concepts of progress and achievement, and the importance of supporting our children to reach their full potential,” concluded Nicola Couch, Musician / president of the Auckland Symphony Orchestra Inc.
“By partnering with Woolworths on this unique project, we are celebrating that journey by bringing the simplicity of a time-honoured nursery rhyme to life in an enriched form.”
