Bakers Delight sparks up 3am banter with brand new Easter campaign via McCann Melbourne
Baker’s Delight has launched its 2019 Easter campaign with McCann Melbourne through a nostalgic early morning ‘freshly baked at 3am’ commercial series, which celebrates the charm and magic that comes to life in the bakery, while preparing their famous range of fresh hot cross buns.
The first commercial in the series launches two new characters for the brand, two bakers whose imaginations run away with them in the early hours of the morning. Dedicated to their passion for all things baking, the two bakers find themselves deliberating on the world around them.
Says Andrew Woodhead, creative director, McCann Melbourne: “This new series of Bakers Delight Easter ads maintain the cheeky and playful tone set by the 3am brand campaign. It aims to establish a new platform that highlights their baker’s dedication to freshness and enables the brand to highlight their evolving product range.”
Whether it’s crafting new Easter carols, comparing the validity of fruit, or counting thousands of chocolate chips in cups, our bakers will keep themselves and the audience entertained, while showcasing their daily baking ritual.
Says Lynn Chinnock, group account director, McCann Melbourne: “It was a pleasure to partner with Bakers Delight for Easter, their biggest season of the year, as they continue to push the boundaries with a fresh twist for the season.”
Says Jodi Murray-Freedman, head of marketing, Bakers Delight: “The new 3am creative provides the Bakers Delight brand with greater flexibility and enables us to create a fun series of ads which will assist us to talk about the breadth and depth of our range throughout the year.”
The fully integrated campaign that includes TV, social and in-store, will be rolling out across the nation this month.
Creative Agency: McCann Melbourne
Andrew Woodhead: Creative Director
Aaron Lipson: Associate Creative Director
Jono Aidney: Copywriter
Gabe Woodmansey: Art Director
McCann Melbourne: Production
Cinnamon Darvall: Head of Broadcast
Lynn Chinnock: Group Account Director
Sarah Robertshaw: Account Director
Cherry Stevens: Account Executive
Production Company: The Otto Empire
Tim Potter: Director
Jo de Fina: Executive Producer
Giordi Caputo: Producer
Client: Bakers Delight
Nicolas Georges: General Manager for Growth and Innovation
Jodi Murray-Freedman: Head of Retail & Advertising
Viktoria Ozerova: Campaign Manager
Myshkah Young: Marketing Coordinator
Client: Cadbury
Alexandra Kevork: Brand Manager
Meaghan Brodie: Marketing Manager
19 Comments
These are fun!
Quite a cool little thing
The comments on the website are all over the place
Fun-ish
So all this talk from the new Melbourne leaders about being a creative shop again and PR a spot with fruit gags and puns, for a bakery?
I preferred the last batch…
I think these are disruptive for the brand, I’m just not sure the stoner-talk is right for Bakers Delight. That was my first impression when I saw these on TV the other night. Two Bakers smoking spliffs between kneading bread.
Love them. Great work.
I don’t
A truth with comedy. Yay
Come on guys. This is not good work. Sorry. Be honest with yourself.
Great work! Especially the 15 sec Easter Carols is really funny…
You come up with at 3am when you don’t have an idea.
6.99 out of 10
It’ll make me think about Bakers Delight when I’m tonguing for a hot crossie.
The concept is too low brow for me
Could’ve worked if the jokes were funny. But they ain’t.
enjoyed these – good insight
Anything that is polarising has merit. I hadn’t seen these two versions – only the less funny counting-choc-chips-individually one on free to air. These other two make the first one seem more funny. Get them on air!
At last, ads i don’t hate.