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.


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