Not only do hot cross buns appear on supermarket shelves on Boxing Day in Australia, they’re available in a stupendous array of varieties – from the slightly left-of-field gluten free & fruitless to the way outside the entire arena, Iced VoVo, Caramilk and Indulgent filled with Biscoff. If you reading this with a dash of disgust, you’re not alone. Research says that 71% of Aussies prefer the classics.
So this Easter, HERO and Bakers Delight are taking a playful jab at supermarket gimmicks, to champion the traditional hot cross bun.
Fads to Hide the Fakeness’ hero film mocks the gimmicks with outrageous versions such as sushi and baked beans – flavours that seem better suited for a science experiment than a sweet treat.
Ultimately, Bakers Delight reminds Australians that if they’re going to treat themselves this Easter, they should make it a real one, choosing from its four fresh-baked classics.
Shane Geffen, executive creative director at HERO, added, “Easter has become a battle for headlines in the bakery aisle, with supermarkets pushing wild new flavours to distract from what’s really inside the packaging. The truth is, not all hot cross buns are created equal. We wanted to cut through the noise and remind people that if they’re going to indulge, they should make it worthwhile — with a real, fresh hot cross bun from Bakers Delight.”
The Fads to Hide the Fakeness campaign is running Australia-wide across TV, BVOD, social, radio, OOH, and digital.
Credits:
Client: Bakers Delight
Marketing Director: Jodi Murray-Freedman
Campaign Manager: Philippa Gledhill
Product Development: Luke Farrell
Art Director: Jack O’Donnell
Social: Madeline Bourke
Creative Agency: Hero
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Art Director: Charlotte Smith
General Manager: Richard Hayes
Account Director: Siobhan Gilchrist
Head of Production: Roz Scrimshaw
Production: The Producers
Director: Josh Logue
Executive Producer: Noelle Jones
Producer: Georgia Rankin
Director of Photography: Adam Howden
Post Production & VFX: Manimal
Music & Sound: Bang Bang
Sound Engineer: Sam Hopgood
