Helga’s is helping Australians to embrace kindness with a new integrated campaign aiming to inspire more everyday acts of kindness in the community. Helga’s is reminding Australians that kindness is good for us and an essential part of a happy, healthy life via new work from The Works.
Running across TV, earned, social, digital and OOH, the ‘Kindness is Good for Us’ campaign, created by The Works, Magnum & Co and Initiative, sees the return of the brand’s “Love Thy Neighbour” TVC and a first-of-its-kind index, developed by McCrindle, examining the state of kindness in Australia.
“Increasing kindness among the community will have a positive impact on helping Australians feel happier, healthier and more connected,” says Belinda Elworthy, Helga’s head of retail marketing & category. “This is what motivates us as a brand. The Helga’s Kindness Index is something we’re looking to undertake annually to understand the state of kindness in Australia and how this can shift over time. We recognise this is just the first step in our journey and we are excited to bring more kindness initiatives to market that have a positive impact contributing to a kinder Australia.”
From September, Helga’s bread bags will become a source of inspiration, carrying ‘KindeR Codes’; QR codes that can be scanned for stories on kindness. The codes will also appear in OOH, with thought-provoking statements like, “We’re making it our mission to spread kindness. Loaves and loaves of it”.
Helga’s is transforming its website and @helgas.bakehouse into hubs of kindness, curating inspirational acts of kindness within the community, to inspire Australians to share more kindness in their everyday life.
It was revealed one in five Australians are holding back from being kind as they don’t know how. To help overcome this, a 21-day challenge, led by inspirational social personalities taking over @helgas.bakehouse, will show Aussies just how easy it is to be kind. A simple daily task will be completed over 21 consecutive days, the proven length of time it takes to form a habit.
Damian Pincus, founder and creative partner at The Works, said: “This is an exciting step forward for the Helga’s, ‘Kindness is Good for Us’ platform which underpins the Helga’s positioning and enables us to demonstrate that we care as a brand. We are looking forward to launching a series of initiatives throughout the year to bring this to life across all channels.”
“This type of leadership from Helga’s – in both the category and the community – couldn’t come at a more important time”, says Katie Barclay, managing partner at Magnum & Co. “As one of Australia’s most loved bread brands, and part of daily life in millions of households around the country, it provides the perfect platform to inspire consumers to incorporate kindness into their every day.”
Sam Geer, Managing Director at Initiative, Helga’s media agency added, “It’s ambitious work like this that will continue to differentiate Helga’s in an incredibly competitive category. Tapping into a deep cultural truth and activating it through the line is the holy-grail for FMCG marketing and I have no doubt this platform will have a significantly positive impact both commercially and culturally.”
The “Kindness is Good for Us” campaign includes a number of exciting sustainability initiatives. Helga’s is being kinder to the planet by helping to reduce waste, encouraging plastic recycling, and switching to 100% renewable energy across their Helga’s operated baking Sites. Helga’s is the first bread brand in Australia to reach these impressive sustainability milestones in tandem.
Hollywood A-listers Jessica Alba and Zac Efron return for the fifth instalment of the Dubai Presents series of trailers by Dubai Tourism, again directed by award-winning Aussie filmmaker Craig Gillespie. The latest spot to drop over the weekend is called “A Riveting Mystery” and again plays on the whole cinema genre that’s run through the […]
Phyllis Robinson was one of the founding employees of Doyle Dane Bernbach back in 1949, the agency’s first copy chief and the first female copy chief in the United States. Robinson was a pioneer, not just for women but for the creative advertising revolution that she helped ignite, changing the face of the industry forever. […]
TBWA\Sydney has announced the promotion of Katrina Alvarez-Jarratt to the role of executive creative director. Alvarez-Jarratt has been with the agency since 2016, working across accounts including Tourism New Zealand, Pepsi, Woolmark and Optus. Her work has been recognised at major award shows with her most recent achievement being PLAY NZ receiving metal at D&AD, […]
Mindshare New Zealand has announced its new partnership with Make-A-Wish Foundation, a purpose-driven charity with a mission to create life-changing wishes for children with critical illnesses. The partnership, which is effective immediately, will elevate Make-A-Wish Foundation’s digital marketing strategy in New Zealand. It will aim to increase and nurture donors, drive brand awareness and ultimately […]
Quest Apartment Hotels’ local business owners will take centre stage as the global serviced apartment operator unveils its new brand platform being brought to market with a multi-million-dollar omni-channel campaign. Named “As Local As You Like It” and responding to consumer appetite for authentic local experiences, Quest will invite guests to check in and check […]
The Australian is celebrating a decade since it became the first general newspaper in Australia to launch its digital subscription model, marking the beginning of a new economic model for Australian newspapers. Since launching, digital subscriptions have grown to represent a majority of The Australian’s total reach, paid audience and consumer revenue. In 10 years […]
My Muscle Chef (MYMC) has announced the appointment of Liam Loan-Lack (main photo) to head of marketing based in Sydney. The company has further appointed two additional senior marketing leaders as part of its growth strategy. Loan-Lack has spent the last decade working in agencies in both Australia and the UK partnering with some of […]
Leading strategic insights consultancy Nature today announced the recruitment of Arletta Turnbull as director in Melbourne, plus a series of new hires in its Melbourne office. Turnbull joins after five years at The Evolved Group, where she was head of insights and consulting, leading a team to deliver strategic research through technology programs. At Nature, […]
PodSpot Studios, the first network of purpose-built studios founded by content creator and former breakfast radio host Dave Matthews, has launched in two new locations as it gears up for further national expansion amid Australia’s podcasting boom. PodSpot Studios is a collaboration between Matthews’ podcast production company PodSpot and the ASX-listed WOTSO Property, which owns and […]
As Cricket fans everywhere will tell you, we’re only weeks away from the start of the 2021/22 Men’s and Women’s Ashes series. To mark the occasion and promote the sport’s greatest rivalry, Cricket Australia has launched their largest fully integrated campaign of the season, via creative and media agency Apparent. The work, under the campaign line […]
The benefits and transformative powers of feeling have long been the subject of research reports and medical studies. The experience of travel is not only beneficial to our wellbeing, but even the act of travel planning makes us happier. These truths are at the heart of the new tourism campaign launched today by the NSW […]
Branding design agency Principals has appointed Rachel Terkelsen to head up creative for its Melbourne office. Terkelsen joins Principals after spending nine years at PUSH Collective. She has been with PUSH since its inception following lengthy stints at both FutureBrand and Interbrand as well as five years running her own practice, Terkelsen Design. An award-winning […]
Over the years, VEGEMITE has been largely misunderstood across the globe, with Aussies often having to defend the spread and detail exactly “how to” best enjoy the stuff. But as it turns out, Australians have been getting it wrong this whole time! VEGEMITE and Thinkerbell ventured to food mecca New York to recruit Brooklyn Master […]
Subway has this week, officially launched its digital game Sink A Sub, with the first $10,000 prize already being awarded to a lucky recipient in Queensland. Subway’s Sink A Sub game is a user-friendly experience based on the infamous naval war board game Battleship. It was successfully launched for the first time in 2020 as […]
National Indigenous Television (NITV) has announced the appointment of Peter Noble as general manager, to support the continued growth and evolution of the channel dedicated to First Nations voices and perspectives. Noble (pictured) a proud Girramay and Bandjin man, joins NITV with more than 20 years’ experience in the media industry, working across content disciplines […]
Reality TV star, influencer and unabashed over-sharer Abbie Chatfield has signed with SCA to bring her hugely popular and fiercely candid podcast, It’s A Lot to Australia’s biggest audio content creator – LiSTNR. Chatfield’s never been afraid to call out bad behaviour or tell it like it is. And that’s just what people love about […]
CM Group, a portfolio of martech companies focused on multichannel digital marketing, today announced its merger with Cheetah Digital under the CM Group name. The merger expands and enhances both CM Group’s and Cheetah Digital’s ability to deliver innovative email, omnichannel, personalization, and loyalty solutions. The combined company will own a broad array of technologies […]
Independent ad tech platform Smart has announced a new partnership with connected TV (CTV) ad platform Publica to accelerate its growth ambitions. The integration is a major step in Smart’s commitment to building a scaled, vertically-integrated TV advertising platform for media buyers and sellers following its recent acquisition of global premium CTV demand-side platform (DSP) […]