Bakers Delight’s hot cross buns are ‘freshly baked at 3am’ in new campaign

Bakers Delight has launched its Easter 2019 campaign ‘freshly baked at 3am’.

The commercial features two imaginative bakers who debate life’s big questions while preparing the day’s batch of hot cross buns.

The spot is the first in a series made by McCann Melbourne that will also feature the counting of thousands of chocolate chips and crafting Easter carols.

McCann Melbourne creative director, Andrew Woodhead, said in a statement: “This new series of Bakers Delight Easter ads maintain the cheeky and playful tone set by the 3am brand campaign. It aims to establish a new platform that highlights their baker’s dedication to freshness and enables the brand to highlight their evolving product range.”

Group account director at McCann Melbourne, Lynn Chinnock, said: “It was a pleasure to partner with Bakers Delight for Easter, their biggest season of the year, as they continue to push the boundaries with a fresh twist for the season.”

Bakers Delight head of marketing, Jodi Murray-Freedman, added: “The new 3am creative provides the Bakers Delight brand with greater flexibility and enables us to create a fun series of ads which will assist us to talk about the breadth and depth of our range throughout the year.”

The campaign will run across TV, social and in-store.


Client: Bakers Delight

Nicolas Georges – General Manager for Growth and Innovation

Jodi Murray-Freedman – Head of Retail & Advertising

Viktoria Ozerova – Campaign Manager

Myshkah Young – Marketing Coordinator

Partner Client: Cadbury

Alexandra Kevork – Brand Manager

Meaghan Brodie – Marketing Manager

Production Company: The Otto Empire

Tim Potter – Director

Jo de Fina – Executive Producer

Giordi Caputo – Producer

Creative: McCann Melbourne

Andrew Woodhead – Creative Director

Aaron Lipson – Associate Creative Director

Jono Aidney – Copywriter

Gabe Woodmansey – Art Director

Production: McCann Melbourne

Cinnamon Darvall – Head of Broadcast

Accounts: McCann Melbourne

Lynn Chinnock – Group Account Director

Sarah Robertshaw – Account Director

Cherry Stevens – Account Executive


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