How do you package a very rational product story to make it interesting? That’s a job not always done well. HERO was given the job of explaining that Australia’s bread makers are pumping up to 20+ ingredients into the bread sold in supermarkets, while client (and challenger brand), Bakers Delight, doesn’t.

The agency used an eye-catching visual metaphor, a straight-talking voiceover and an economy of (cleverly-crafted) words. Bread should be a simple recipe made around the world for centuries.

The new campaign builds on Bakers Delight’s Keep it Real brand platform that launched in 2022.

“At Bakers Delight, what you see is what you get. We proudly use real ingredients and bake our bread fresh every day in Australian family-owned bakeries across the country. This has manifested into the raw and honest approach that’s now strongly baked into the essence of our brand communications,” stated Jodi Murray-Freedman, director of marketing, Bakers Delight.

Shane Geffen, executive creative director at HERO, added, “Last year, we exposed a little-known secret kept hidden behind supermarket doors – their bakeries heat up frozen loaves and put them on shelf as freshly baked. This time, we’re making another purposely provocative statement pitting David (Bakers Delight) against two supermarket Goliaths. And getting more Australian shoppers to collectively say, ‘Really?’.”

The campaign has launched Australia-wide, and spans TV, BVOD, radio, OOH, social and digital.

Credits:
Agency: HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Associate Creative Director: Lee Phillips
Art Director: Charlotte Smith
Copywriter: Annie Nash 
General Manager: Richard Hayes
Senior Account Director: Siobhan Gilchrist 
National Head of Production: Roz Scrimshaw

Client: Bakers Delight
Director of Marketing: Jodi Murray-Freedman 
Head of Campaigns: Philippa Gledhill
Product Development & Bakery Support Manager: Luke Farrell

Production Company: Collider 
Director: Dylan Duclos
Executive Producer: Olivia Hantken
Producer: Annie Schutt
DOP: Max Walter

3D Design & Animation: Collider Studio
Sound Production: Bang Bang Studios
Engineer: Sam Hopgood  
Post Production: Crayon