Helga’s and Richards Rose begin brand repositioning with new campaign

Goodman Fielder brand Helga’s has launched a continuation of its “It’s not just bread, it’s Helga’s” campaign, with a new instalment featuring a proud father preparing for his daughter’s wedding day.

The work, by Richards Rose, is part of a repositioning of the brand as it breaks from the traditional advertising conventions of FMCG brands.

Opening with the father on a run, the ad then flashes through a series of scenes where a range of Helga’s products are seen as a part of his bid to get fit ahead of the wedding.

The ad culminates with the man’s daughter and his wife greeting him on the wedding day and remarking on how fit he looks – a twist on the cliché of the father admiring the bride.

Helga’s kicked off the new approach earlier this year with ‘Love thy neighbour’ which focused on neighbourly acts of kindness often lacking in the modern world.


  • Marketing Manager, Loaf – Craig Murphy
  • Brand Manager – Rose Milan
  • Agency: Richards Rose Sydney
  • Executive Creative Director – Adam Rose
  • Creative Director – Chris Johnson
  • Creative Group Head – Paris Giannakis
  • Head of TV / Content – Tanya Hairman
  • Head of Planning – Jody Elston
  • Planning Director – Thomasine Burnap
  • Group Business Director – Kate Heatley
  • Account Director – Christine Lyall
  • Film Company – The Sweet Shop
  • Director – Louis Sutherland
  • Post House – The Sweet Shop
  • Photographer ­– William Meppen
  • PR agency – Hausmann
  • Media – Slingshot

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