Supermarkets have muscled in on Baker Delight’s territory and HERO agency is helping the fresh baked goods chain to fight back.

The campaign, We’re a bakery not a fakery, continues the partners’ quest to interrogate the “fresh” bread offerings and loyalty programs from the big supermarkets and looks behind the curtain of those claiming to bake on site. The new series of spots follows the daily routine of a supermarket “baker” and the shortcuts he takes behind the scenes.

Shane Geffen, executive creative director, Hero, commented, “We’ve deliberately upped the ante this time round and haven’t pulled any punches. The new platform allows us to expose any fakery from the competition and we have definitely taken advantage of that. I think the Australian public will be quite surprised by the reality we’ve unveiled.”

Bakers Delight launched its new brand platform, Keep It Real, via HERO last year. It was a substantial repositioning for the Bakers Delight brand, asking Australians to challenge their current perceptions of fresh bread, reward points programs and what they’re really packing in their kids’ lunchboxes.

Jodi Murray-Freedman, director of marketing, stated, “We’re extremely proud to put freshly baked bread that is made right there onsite every day on our shelves. We want Australians to understand that they don’t have to compromise on what’s real and authentic and perhaps be a little less accepting of how they are marketed to by supermarkets. In short, there’s no substitute for real.”

The TV campaign is supported by social, digital, out-of-home and point-of-sale.

The launch of the new campaign comes off the back of a number of recent award wins for HERO, Through Their Eyes for Maybelline NY won a Silver Cannes Lion, Silver Gerety award, Golds at AWARD awards and a Grand Prix for Viral Video at Mad Stars. HERO’s awarded work for 2023 also includes campaigns for Toyota, Centrum and eBay along with client wins including Simply Energy, Calbee and Reckitt.

Credits:
Agency: HERO
Executive Creative Director: Shane Geffen
Creative Director: Andrew Woodhead
Art Director: Charlotte Smith
Client Service Director: Richard Hayes
Account Manager: Johnny Lwin
Strategy Director: Tallon-Mason Kane
Producer: Margot Ger

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

Production Company: Collider
Director: Jack Naylor
Producer: Annie Shutt
DOP: Aaron McLisky
Editor: Lucas Vasquez @ Crayon
Social Edits: Adrian Katz
Sound Production: Bang Bang
Engineer: Justin Bodanac