Helga’s switches focus to ‘little acts of care’ in new campaign

Goodman Fielder’s brand Helga’s has revealed its new campaign which wants people to associate the brand with acts of kindness and feelings of satisfaction.

The campaign, created by AJF Partnership Sydney consist of two 30 second advertisements focusing on intimate moments between family and friends preparing meals for each other.

AJF Partnership Sydney said the campaign was anchored on increasing engagement through “little acts of care”.

Adam Rose, executive creative director and founding partner of AJF Partnership Sydney, said: “Helga’s are the champions of quality, craft and care in the bread aisle and we felt there was an opportunity to emotionally re-connect Australians through ‘little acts of care.’”