Unlike the supermarkets, we’re for real, says Bakers Delight
Bakers Delight has unveiled a new long-term brand strategy aimed at positioning it as being the “real” option for fresh bread compared to supermarkets keeping their produce on shelves for days.
The 30-year-old brand says the campaign – created by AJF Partnership with media handled by OMD and digital by Visual Jazz – represents an investment of $6m.
Chris Caldwell, General Manager at Bakers Delight, said: “What makes us different is our ability to deliver bread baked from scratch everyday using traditional methods, no preservatives and real ingredients. This sets us apart from our major competitors who offer bread that can be sitting on the shelf for days.”
The campaign launches today with in-store merchandising, packaging, uniforms, digital and above the line TV, magazine and online advertising.
AJF Partnership was appointed as Bakers Delight’s creative agency in February.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
I buy one Bakers Delight loaf each week, and freeze most of it, so it’s still no fresher than the other stuff really.
User ID not verified.
They spent six MILLION dollars to remind people that a BAKERY bakes fresh bread? wow. Money well spent.
User ID not verified.
Be interesting to see if they can maintain this, I would suggest while they have reach it’s hardly a USP with bakeries outside of supermarkets.
Brumby’s also hold this position, Browns and plenty of other bakeries…
Not something I would be hanging a campaign on
User ID not verified.
They’ve absolutely nailed it on the insight and execution, and most Supermarkets can’t match that. It’s all about fresh and consumers percieving supermarkets to have processed and old bread.
Even though other bakeries can match it, Bakers delight is the biggest by a long shot (and has the most stores directly outside a supermarket).
I suspect one of the big guys will have to respond if enough people react.
User ID not verified.
it gets my attention, I thought they had ‘part baked’ bread that just gets put in the oven to finish it off, if it really is baked from scratch in the individual bakers each day they get my $
User ID not verified.
The bread is fresh everyday, but they throw out SO much bread each evening its disgraceful. What a waste.
User ID not verified.
If they believe in Digital enough to put in 6mil, and are trying to move away fro the shoddy woolies – coles take on what they call food, good on them I say.
As they say, if you want to make money, open a bakery! (not an agency).
User ID not verified.
The creative treatment reminds me of something else AJF have done recently…
https://www.youtube.com/watch?v=ADIs6Mf9AOk
If it ain’t broke?
User ID not verified.
Great strategy and execution. A genuine ‘insight’ for once.
Most people have probably never given ‘bread freshness’ much thought.
This simple truth has sold me.
User ID not verified.
Although not publicised, Bakers Delight bread that has not been sold gets donated to local charities evey night.
User ID not verified.
$6Mil? They clearly don’t kneed the dough
User ID not verified.
I’m also very keen on their money raising efforts for breast cancer. As someone who’s family had cancer, and as one who had it myself, I really appreciate it.
User ID not verified.
Wallpaper. Where’s the charm and warmth that used to make me feel good about this brand. Feels generic and very forettable.
User ID not verified.
But wouldn’t it help if they made decent bread loaves and rolls with proper crusts. They used to be able to do it and it is to be hoped that they can find the recipe again.
Having said that their scones are very good especially the pumpkin ones – but you have to get there early – at least around here.
User ID not verified.
White choc & passionfruit scones all the way. Stunning stuff.
User ID not verified.
@david – doesn’t say anywhere they invested $6m in digital. It’s a $6m campaign total.
User ID not verified.
boring,bland and doesnt make me feel anything towards this great brand. although built of a solid product truth, this is an RTB that could have easily been wrapped up in their previous ‘people’s’ positioning, which at least had some personality….people know the bread is fresh at bakers delight… BD are forgetting that people make decisions based on emotion and then rationalise it, noth the other way around
User ID not verified.
This is terrible – boring comms. Cant believe it but bring back the dancing!
User ID not verified.
@Emily, comment 6: The bread at the end of the day is often not thrown out. A lot of it does go to community groups. My church gets bread from the local Baker’s Delight at the end of the day and it gets frozen and handed out as part of food hampers they do. They give out these hampers on a daily basis.
Other places like Puffin Donuts sometimes give their produce to a piggery, the pigs love it.
User ID not verified.
“digital and above the line TV, magazine and online advertising”
What is the digital component if not online display?
User ID not verified.
I like their old stuff better than their new stuff.
User ID not verified.
After all the pitch whoo haa I can’t believe that’s the pitch that won the account. Marketing Manager’s around the country need to get it right. This one got it wrong. Its not too late to re-run the older stuff. Naff, square marketing teams need to go back to to doing retail that belongs in the Cars guide section of the paper. What a waste of money.
User ID not verified.
Their is no difference in Supermarket instore bakeries and other hot bread shops.The bakers all start roughly the same time, they all use the same recipes(salt,improver,fat/oil,water,yeast) with other options such as milk powder and suger. They all generally also use the same equipment. The only difference is the price. I would prefer Supermarket in-store bread anyday, it even has more taste.
User ID not verified.
Great campaign, and much more engaging to the consumer than the previous ditty – which was just annoying! BD do make their bread from scratch every single day but for those who wonder where all the left over bread goes, that depends on the franchisee owner. The store I used to work at threw out all the left over bread every night, for health and safety reasons apparently…
User ID not verified.