Helga’s reworks campaign by Richards Rose via The Works

Goodman Fielder’s brand Helga’s has rereleased its ‘Love Thy Neighbour’ TVC as part of its ‘Kindness is Good for Us’ campaign via The Works, part of Capgemini.

The campaign includes a “reworked” version of a TVC that was created in 2016 by Richards Rose, an independent creative agency not affiliated with the agencies involved.

The 30-second spot sees a woman helping her elderly neighbour by delivering him a sandwich made with Helga’s bread, before him returning the favour by giving her a flower.

The TVC has been updated with a new voice over, supers and end frame.

Helga’s head of retail marketing and category, Belinda Elworthy, commented: “Increasing kindness among the community will have a positive impact on helping Australians feel happier, healthier and more connected. This is what motivates us as a brand. The Helga’s Kindness Index is something we’re looking to undertake annually to understand the state of kindness in Australia and how this can shift over time. We recognise this is just the first step in our journey and we are excited to bring more kindness initiatives to market that have a positive impact contributing to a kinder Australia.”

The Works founder and creative partner, Damian Pincus, said: “This is an exciting step forward for the Helga’s, ‘Kindness is Good for Us’ platform which underpins the Helga’s positioning and enables us to demonstrate that we care as a brand. We are looking forward to launching a series of initiatives throughout the year to bring this to life across all channels.”

The original spot from 2016 by Richards Rose can be seen below.

Richards Rose’s CEO Digby Richards commented: “The ‘Love Thy Neighbour’ spot resonated the most [of the spots created by Richards Rose] and has stood the real test of time. That’s the power of an enduring idea. Congratulations to GF for continuing to invest in the brand idea and work. It is one of our most moving and effective campaigns in our 5 years of existence at Richards Rose.”

From September, Helga’s will also be running QR codes on both its bread bags and on an Out-Of-Home campaign, allowing people to scan the codes to see messages of positivity.

The campaign will be running across TV, earned, social, digital and out-of-home.

Part of the campaign is also sustainability initiatives, such as switching to 100% renewable energy across Helga’s operated baking sites.

Goodman Fielder moved its media account from Slingshot to Initiative in early 2020.

Other work The Works has done for Goodman Fielder include an OOH campaign for its Holbrooks Worcestershire Sauce.


Client: Goodman Fielder
Creative agency: The Works, part of Capgemini
Communications agency: Magnum & Co
Media agency: Initiative
Social agency: Daresay

TVC: Richards Rose

This article has been updated to clarify what was changed for the updated TVC.


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