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.

Helga's_Toastie_OOHAJF 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.’”

Building from the slogan ‘It’s not just bread, it’s Helga’s,’ the campaign includes two video spots, OOH and digital.

The videos, ‘Cravings’ and ‘Love Thy Neighbour’ focus on a father-to-be curbing pregnancy cravings by making his wife and sandwich, and a young woman making lunch for her elderly next door neighbour, respectively.


  • Marketing Managing, Loaf – Craig Murphy
  • Brand Manager – Rose Milan
    Advertising Agency: AJF Partnership 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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