Balfours launches online soap opera featuring the bakery’s ‘stars of summer’ to target teens

South Australia’s oldest bakery Balfours has launched a new web drama series featuring the brand’s ‘stars of summer’- meat pies, doughnuts, and cupcakes – in an effort to target teenagers.

The campaign tells the story of the bakery’s ‘stars of summer.’

Created by Showpony Advertising, the ‘Stars of Summer’ web series aims to replicate shows Australians like Neighbours and Home and Away and engage South Australian teenagers with the brand.

Andy Scott, creative director at Showpony, said the campaign was a “fun” and “mildly insane” way to reach out to the new generation of Australians.

“We set out to create a fun, mildly insane new Aussie drama featuring a human and pastry cast. Welcome to Balfours Bay, a place where the pastries you love, love you back,” Scott said.

Erik de Roos, chief marketing officer at Balfours, said the series was part of a push to “revitalise” and “re-energise” the Balfours brand.

“It is a great embodiment of our brand platform ‘Baking people happy’ and helps put some of our iconic products front and centre in a fun and slightly outrageous manner,” he said.

The series has seven episodes which will be released weekly on Facebook, while the whole series is available on YouTube.

‘Stars of Summer’ will also run across out of home, radio, in-store, at a branded Balfours ‘Beach Hut’ which will appear in locations as part of a partnership with Nova and at an outdoor Cinema Pool.


  • Client: Balfours Bakery
  • Agency: Showpony Advertising Adelaide
  • Group Creative Director: Parris Mesidis
  • Creative Director: Andy Scott
  • Senior Account Manager: Ana Coelho
  • Copywriters: Andy Scott/Parris Mesidis
  • Series Director: Andy Scott
  • Production Company: 2OC
  • Sound: Scott Illingworth Best FX

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