‘We’re a bakery, not a fakery’: Bakers Delight’s cheeky new campaign from Hero

Indie agency Hero has launched a new campaign for Bakers Delight, calling out the major supermarkets’ claims of ‘fresh’ bread.

The campaign features a series of spots interrogating the ‘fresh’ offerings from Australia’s big supermarkets, looking behind the curtain of those claiming to bake on site.

The cheeky spots follow the daily routine of a supermarket ‘baker’ and the shortcuts he takes behind the scenes.

“We’re extremely proud to put freshly baked bread that is made right there onsite every day on our shelves,” said Jodi Murray-Freedman, director of marketing at Bakers Delight.

“We want Australians to understand that they don’t have to compromise on what’s real and authentic and perhaps be a little less accepting of how they are marketed to by supermarkets. In short, there’s no substitute for real.”

The brand’s platform, ‘Keep It Real’, was launched via Hero last year, signifying a substantial repositioning, challenging Aussies’ perception of fresh bread, loyalty programs and what they’re really packing in their kids’ lunchboxes.

ECD at Hero, Shane Geffen, explained: “We’ve deliberately upped the ante this time round and haven’t pulled any punches.

“The new platform allows us to expose any fakery from the competition and we have definitely taken advantage of that.

“I think the Australian public will be quite surprised by the reality we’ve unveiled,” he added.

The campaign is rolling out across TV, social, digital, OOH and POS.

Other assets:

Fake Conversation

Scent Fakery

Fake Delivery


Agency: Hero
ECD: Shane Geffen
CD: Andrew Woodhead
Art director: Charlotte Smith
Client service director: Richard Hayes
Account manager: Johnny Lwin
Strategy director: Tallon-Mason Kane
Producer: Margot Ger

Client: Bakers Delight
Director of marketing: Jodi Murray-Freedman
Head of campaigns: Andrea Biagini
Product development & support manager: Luke Farrell

Production company- Collider
Director: Jack Naylor
Producer: Annie Shutt
DOP: Aaron McLisky

Editor: Lucas Vasquez, Crayon
Social edits: Adrian Katz

Sound production- Bang Bang
Engineer: Justin Bodanac


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