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

October 12, 2016 1:20

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.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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

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