BMF reveals secret life of scarecrows in new Abbott’s Village Bakery campaign

Scarecrows_Campaign-Image-2George Weston Foods Limited has launched a series of new videos in its ‘Free Range Bread’ campaign for Abbott’s Village Bakery, this time featuring interviews with ‘volunteer scarecrows’.

The videos document the lives of local scarecrows tasked to look after the free range bread. The online films take a humorous look at what it takes to protect the free range loaves from scavengers such as crows.

Cam Blackley, executive creative director for BMF said: “Following up from the ‘Free Range Bread’ work, we wanted to show that it takes a village to raise a loaf. The online environment is a great opportunity to delve into the gentle characters that take bread breeding so seriously.”

The short and long form films explore the lives of the volunteer scarecrow characters who talk about their hobbies and why they believe it is important to look after the bread.

Graeme Cutler, marketing and innovation director at Tip Top, said: “We wanted to extend our distinctive Free Range World in order to strengthen the connection with our audience, and highlight the care and dedication that goes into each and every loaf.”

The films have been launched across paid digital media publishers and Abbott’s Village Bakery’s Facebook in both long- and short-form executions.


  • Executive Creative Director: Cam Blackley
  • Creative Team: Dantie Van Der Merwe, David Fraser, Harry Neville Towle and James Sexton
  • Executive Planning Director: Christina Aventi
  • Head of Digital and CRM Strategy: Irina Hayward
  • Senior Strategic Planner: Emily Field
  • Social and Content Strategist: Gabriella Singh
  • Managing Director: Steve McArdle
  • Group Account Director: Kura Tyerman
  • Senior Account Director: Aisling Colley
  • Account Manager: Kimberly Ngo
  • Agency Producer: Esta Lau
  • Production Company: Rabbit Content
  • Director: Abe Forsythe
  • Executive Producers: Alexandra Hay and Lucas Jenner
  • Producer: Alexandra Hay
  • DOP: Katie Milwright
  • Editor: Drew Thompson @ ARC Edit
  • VFX Supervisor: Jesse Bradstreet @ Alt VFX
  • VFX Supervisor/Flame: Jay Hawkins @ Alt VFX
  • Senior Producer: Dawn Walker @ Alt VFX
  • Animations: Robbie Reid, Stephanie Tomoana and Chris Rentoul @ Alt VFX
  • Lighting: Anna Hilding @ Alt VFX
  • Compositing: Tim Parsons @ Alt VFX
  • Music: Lukas Farry @ Otis Studios
  • Sound: Tone Aston @ Rumble Studios
  • Marketing and Innovation Director: Graeme Cutler
  • Group Marketing Manager: Justine Cotter
  • Senior Brand Manager: Leanne Jaskiewicz

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