Burgen bread saves women in awkward situations

A campaign created for Burgen bread by BMF Advertising in Sydney shows women who find solace in awkward situations with sandwiches made from the George Weston Foods brand bread.

Two television commercials launched Sunday feature the tagline “formulated for your world” and “your body works better with Burgen” to show how the health benefits of the bread help people in real life.

When a woman gets stuck in a lift with a clingy colleague she tucks into a sandwich ‘to help her heart through’ the elevator ride, while another ‘finds her strength’ in the sandwich when forced to sit next to a competitive mother at their daughter’s gymnastics performance.

The ads with the tagline “formulated for your world” and “your body works better with Burgen” feature on a new brand website and will be supplemented by digital, social media and print runs.

BMF was appointed to Burgen and Abbott’s bakery breads on the GWF roster in September.

Graeme Cutler, marketing director at George Weston Foods said: “We challenged BMF to develop an idea which combines the truly unique product benefits of Burgen whilst delivering on a creative solution that captivates our core target.”


Managing Partner: Stephen McArdle
Creative Director: Justin Ruben
Art Director: Alex Booker
Copy Writer: Phil Sicklinger
Account Management: Kura Tyerman, Jason Carnew, Enda Kelly, Sid De
Producer: Esta Lau
Strategy: Simon McCrudden, Simon Murray
Production Company: Revolver
Director: Leo Woodhead
Producer: Serena Paull
DOP: Ari Wegner 
Editor & Post: Drew Thompson, Method Studios
Media Planning and Buying: Carat
Client: George Weston Foods



Sign up to our free daily update to get the latest in media and marketing