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.
