Abbott’s Bakery targets adventurous foodies in latest campaign

Abbott’s Bakery has launched a new campaign via its long-serving creative agency BMF.

The two have been working together for over eight years, and the new campaign targets what Tip Top marketing and innovations director Brett Grebert calls the “Adventurous Foodies”.

In a 30-second spot for the campaign, a man can be seen making an elaborate BLT sandwich using Abbott’s Bakery bread.

Grebert told Mumbrella: “We want Abbott’s to matter to its consumers and what matters to the consumers of Abbott’s is food. And our key target audience for Abbott’s is what we call ‘Adventurous Foodies’.

“Adventurous Foodies, they’re passionate about food, it plays an important part in their lives. Ranging from the purists – (those) all about following the recipe strictly, to the non-conformants – which is all about creating amazing food using gut instinct. We know that food really matters to our audience, and we want Abbott’s to matter to the consumer. So, it really is linking and ensuring that Abbott’s is the first choice amongst the adventurous foodie.”

Previous campaigns for Abbott’s depicted rural scenes, including the ‘Free Range Bread‘ work.

On this shift, Grebert said: “It’s been a change over time. Ultimately, Abbott’s has always been about quality and that still remains at the core.”

“It’s a very competitive market,” continued Grebert. “There’s a number of players [and] there’s increasing choice at the point of purchase. The shopper’s obviously living in a very, very busy world and they’ve got lots on their mind. So, how do we, when the consumer, when the shopper, is at the point of purchase say: ‘Right. I’m looking for a premium brand’, that premium brand is going to be Abbott’s.”

On the relationship with BMF, Grebert said: “At the heart of it, and the foundation of any enduring relationship is trust. There’s big trust and respect between the two businesses, between the two teams. So it genuinely does feel as though we’re working as one cross-functional team, as opposed to ‘here is the brand/company working with the agency’. It feels like we’re one cross-functional team working together. And with that, there’s a real expectation that we can challenge each other. That challenge is there to better the work, it’s not there just to be belligerent, or to get one up on each other. It’s very much about the work.”

The campaign is on TV, out-of-home, OLV, digital and social.