Bakers Delight dances through the decades to celebrate 40 years

To celebrate its 40th anniversary, Bakers Delight is taking consumers on a trip through time, showing its bakers taking quick dance breaks out the back of the bakery.

Tapping into the trend of dance challenges on social media, the campaign references popular dances from the last four decades, including the routine from Beyonce’s ‘Single Ladies’ video, all set to modified versions of the Bakers Delight jingle.

The campaign was created by McCann Melbourne.

Creative director Andrew Woodhead said he has “fond and vivid memories of the original Bakers Delight ads”.

“They have a long-held and proud tradition of showcasing their bakers dancing alongside bread dough and flour-dusted tables, so we thought it was the perfect time to tap into this nostalgia, remind Aussies why they love the brand and mark this incredible milestone in the only way Bakers Delight could,” Woodhead said.

Bakers Delight group manager of marketing, Jodi Murray-Freedman, said the campaign was a celebration of the brand’s relationship with its customers.

“Bakers Delight has been part of the Australian local community for 40 years, and we wanted to mark the occasion through a celebration that brings a smile to our customers, franchisees and employees. For 40 years we’ve adopted a ‘nice and simple’ approach to everything we do: products, ingredients, service and community, and we want to continue to celebrate the art of keeping things nice and simple with this new campaign,” she said.

McCann Melbourne managing partner of strategy, Simon McCrudden, added: “Bakers Delight is such a uniquely Australian brand, and has been part of the fabric of so many local communities for such a long time. They’ve consistently stayed true to their core values as both a brand and business, and we wanted to celebrate the heritage of the brand in a way that is still relevant and appreciated today.”

The campaign will run on TV, YouTube, Facebook, Instagram and Tiktok.


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