Joy unveils new campaign for Helga’s: ‘It’s not just bread’

Ad agency Joy have unveiled its first campaign for Helga’s Continental Bakehouse Bread which launches the new positioning ‘It’s not just bread, it’s Helga’s’.

Joy – previously Us Sydney – won the Goodman Fielder account in December last year.

The TV ad focuses on the journey of the “produce you love to eat”. The campaign is part of Joy’s rebranding and redesign of Goodman Fielder’s online, in store and on air advertising.

The new tagline does bear some similarities to the iconic British retailer Mark’s and Spencer which for several years advertised its various products with the tagline “This is not just… this is M&S”.


Goodman Fielder 

  • Marketing Director Baking: Kinda Grange
  • Marketing Manager: Jeremy Charoux

Creative Agency – Joy 

  • Executive Creative Director: Christy Peacock
  • Creative Director: Dean Hamiltan
  • Copywriter: David Roberts
  • Art Director: Kirsty Galmes
  • Producer: Sarah Cowen
  • Team Leader: Kay Boyle
  • Senior Account Director: Kirsty Reynolds
  • Account Manager: Nicholas Bailly

Production Company – The Sweetshop

  • Director: Joel Harmsworth
  • Producer: Allison Lockwood
  • Editor: Michael Lutman
  • Colourist: Vincent Taylor
  • Online: Eugene Richards
  • Post Producer: Kate Guest
  • Sound: Smith and Western and Nylon Studios

Miranda Ward


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