Bakers Delight to launch new ‘We’re for Real’ brand strategy via AJF Partnership, Melbourne
UPDATED (to include TVC) – Bakers Delight has unveiled its new long-term brand strategy, investing $6 million in a major repositioning of the business via a new campaign created by AJF Partnership, Melbourne, which was appointed to the business in February.
The company’s new strategic platform, focused on the expertise and authenticity of its bakers and baking methods, will underpin a change in direction for Bakers Delight, in line with growing consumer demand for fresh, natural and above all real produce.
VIEW THE COMMERCIAL:
The $6 million brand reinvigoration project will begin with a launch campaign focused on Bakers Delight’s traditional bread range. The brand’s underlying philosophy – real bread, real people, real delight – is to underpin the new brand position We’re for Real, that will appear in all communications moving forward.
The launch campaign will go live on Thursday 10 June across all media platforms and creative executions, including in-store merchandising, packaging, uniforms, digital and above the line TV, magazine and online advertising. This is to roll out across all 630 bakeries Australia wide.
Creative execution: AJF Partnership
Media buying strategy: OMD
Digital execution: Visual Jazz
63 Comments
Is his story for real?
We’re for dogs.
Before running new ads they need to fix the bread.
All the different varieties taste more or less the same.
So if they’re ‘for real’ about their ‘real bread’ I’ll not be seeing anymore bbq sauce pepperoni pizza monstrosities at my local Bakers Delight? Yeah I thought so…
5.01,
It’s a franchise that 50 year olds who get turfed out of their previous job buy into, and 3 months later, they’re “bakers”.
You shouldn’t confuse it with proper bread made by someone who’s spent years perfecting the craft.
But yeah, you’re right. All their bread tastes pretty much the same. Only the shapes change.
A bit of a generalisation – we’re not all 50 and some of us have been baking for more than 20 years, mastering the craft, including an authentic stiff levain sourdough.
some of the bread may taste similar granted but with more than 1,000 trade qualified bakers across Australia they/we are helping keep the industry alive.
Surely the bread is better than the supermarket stuff?
Franchisee
8:21PM – Franchisee, client or agencee? How many bakers browse creative blogs?
Dear Franchisee,
Don’t take it to heart. The person who wrote the comment is about as good at making commercials as you are at making bread. Average at best. But yes still keeping the industry alive.
ex-copywriter turned self-employed…..
This man has unfortunately veiny arms. Depending on where your scroll view port is, the picture makes the story look a lot more interesting than it actually is.
If BD want credibility for making ‘real’ bread they should ditch some of the bland and fluffy fancy shapes and introduce selected authentic styles from Italy, Greece, Germany, etc.
What makes some of these ethnic breads interesting isn’t just the taste, it’s also the texture. In some cases, quite chewy and coarse. Or weird additions like caraway seeds can turn a bread into almost an object of worship.
For a refined style, by all means do a French style, but make it genuine. The French use a special flour I think, and spray them with water in the oven. The result is quite different to what some people pass off as a ‘French Stick’ or ‘Baguette’.
Then run some ads and you’ll blow people’s minds.
I’m sure some of the BD franchisees are proper bakers (and by proper bakers I mean bakers who could open their own independent bakery tomorrow and make bread a good restaurant would be happy to serve to its customers), rather than just follow the BD formula.
But let’s be honest here. It’s a white-bread experience, in every sense of the word. Sure, it’s better than the stuff you get in supermarkets – no question. But having eaten real bread from bakeries in France, and real bread from a bakery like Chirico on Fitzroy Street…
There’s an absolute MILE between the real thing, and the facsimiles the likes of BD and Brumbies turn out.
Sorry for banging on about bread on an adblog. But I love my bread, and I think a good loaf is one of life’s true pleasures.
Just shits me a bit that our culture takes something as pure and potentially lovely as the art of baking, and turns it into a homogenised, franchised, by-the-numbers consumer experience.
I want to master the authentic stiff levain sourdough too.
Does it involve fighting ninjas?
I forgot to mention bread from Poland and other parts of Eastern Europe.
As for supermarkets, well yes mostly it’s crap.
But if you look closely in the bread section of some Coles, Woolworths and Harris Farm etc, there are a handful of continental styles from ethnic bakeries that I reckon are more authentic than most of the Baker’s Delight efforts.
God I hate all those campaigns with We’re in them!!!
It is clumsy and reads Were.
Baguettes? Caraway seeds?? Stiff levain sourdough???
Harden the fuck up, ladies.
Too much ‘we’re’ or ‘we’ in a campaign is one of the indicators that the brand is obsessed with itself, rather than delivering to the consumer or end user.
Even the name ‘Baker’s Delight’ suggest this. It’s no doubt too late to change, but it seems to be a sort of code for ‘Franchisee’s Delight’ to me i.e. a money factory.
I just had a look at the website and its seems to be largely about how successful the business is, rather than focussed on baking authentic bread.
Other content on the site is about various nutrients that will pander to middle-class obsessions with the technical aspects of diet, etc.
I’ll admit, it’s been a quiet day, so I’ve come up with some potential lines for Baker’s Delight. They are all based on a strategy of brand honesty and authenticity.
You can bank on our bread. We do.
Something to hold up your Vegemite.
“I can believe it’s not bread!”
10 out of 10 bread experts agree: Baker’s Delight is something else.
If you think you’ve experienced real bread before…you have.
Baker’s Delight. For white bread people.
Bread just like grandmother used to bake. If she wasn’t very good at it.
What about this line then…
Nothing is better than Baker’s Delight. So eat nothing.
Hey other anonymous guy, I like your style.
I recall one of the founding fathers – Bernbach, Ogilvy, or perhaps it was Claude Hopkins – said that you should interrogate a product relentlessly until if gives up its secrets.
When I interrogate this particular product (although admittedly not too relentlessly) what I get is pretty much nothing.
Just by coincidence I walked past the BD at Northbridge today and it was all coloured balloons and signs saying ‘Baked with Passion’. No, not that kind of passion, it was a rather lame link to a passionfruit cake or bread they were pushing.
And there may be part of the problem. It’s become as much a cake shop as a bread shop – neither fish nor fowl.
I can’t believe there are 20 comments about bread!
I’m currently eating bread.
Nom nom nom
Helgas, naturally.
The reason there have been so many comments is because like great beer and cheese, great bread is essential for a happy life.
I’m extremely fond of the Baker’s Delight Cape Seed loaves.
Definitely better than supermarket stuff – less expensive than the wanky bakers too.
if any of you guys actually watched the bakers doing there jobs you would know that they still have to do an apprenitceship like all other trades and actually do care how there products look and taste. we are a real bakery, not a cake shop, like some people think and yes pizzas are part of our range, because we have bread and bread based products. our breads tatse great and stay fresh for ages ( with no preservatives like other ones) and we do change our range and have promotions and all our products are made every day fresh. by all means do drop in and try them for yourself before passing judgement.
I’m hardly objective given they’re our client and we built the site, but I actually reckon AJF got the message pretty right here. I don’t think they give a stuff, and rightly so, what we industry people think of it. I suspect it’s going to resonate with the target quite nicely. I share a house with that target market (well, not all of them) so I’ll let you know!
What makes you think I haven’t eaten your bread? Of course I have, or I wouldn’t have an opinion.
I’ve eaten your white block, your breadsticks, your sourdough, your seeded stuff, your rolls, your scrolls.
And they taste ok (but for the most part pretty bland), and certainly not ‘great’. How devalued has the word ‘great’ become when people think they can use it to describe something that is patently middle of the road?
But hey, I’m not the target market for BD, because the last thing I’d do is eat plastic-bagged ‘bread’ and the job you guys have to do is convert people from Helgas and all that crap to your stuff.
Ultimately, what you’re offering is a better version of MOR supermarket bread. You’re not anywhere near the same league as a great old-school baker.
Having said that, if I needed to buy a bunch of sliced white bread for a barbie, I’d definitely hit BD or brumbies rather than the supermarket stuff.
I’m still waiting for Bakers Delight to finish their sentence…I mean what do they delight in…or maybe they are yet another effing company that elects the grammatically incorrect road.
The line is a direct rip-off of a great campaign. This dissapoints me, the work from AJF is usually quite good and original. This is not.
‘bread is baked in bakeries’ That’s strange… I thought it was baked on the moon
I think the strategy is water tight – the limitation of this campaign is the ad is the strategy on film.
That said it’ll work its buns off….
It was Englishman Robin Wight who said ‘”Interrogate a product until it confesses to it’s strengths” …and The Can in the spotlight responds ‘Alright Robin, I’ll spill the beans’…..
And…
It was John Bevins who said “Don’t ‘we’ on the them, ‘me’ on them”
Hang on… whoa…. wait a minute… when did BD stop using the memorable music and the handmade signs that people all knew meant ‘fresh, baked on premises” bread…. when did they kill that?
I thought that was one of the most successful ‘authentic’ campaigns around in a world where authentic is way over-used.
At least they had a personality.
This feels so generic… but then, really, so is their bread. I’m going back to my Sonoma sourdough…
DOUGH!!
Pies are awesome. They should make pies. The pie shop in Swan St rocks. Go in there and smash a couple but don’t take all the chicken ones, they’re my favourite. And don’t go in there on Sundays as that’s my day. Oh and I like the art direction. Not as much as pies though.
Hey other anonymous guy, I like your style too, but in the interests of accurate attribution it was Robin Wight, the ‘W’ in Wight Collins Rutherford Scott (WCRS) who said “Interrogate the product until it confesses its strengths”. I can brag unashamedly that I was working at one of London’s other top agencies in the early ’80’s when the expression was coined, so I know from personal experience.
And while we’re being pedantic, Baker’s Delight Worker guy, when you wrote ‘there’ in your first sentence, I assume you meant ‘their’. There’s a significant difference – like there is between fluffy, tasteless – albeit freshly baked – bread and the real stuff.
@11:50 am
EL OH EL!!!
Well done Bakers Delight you are keeping traditional breadmaking alive and not bowing to the pressure of mechanisation. Other bread shops are hit and miss at least we know we are buying quality product from you and keeping an Australian owned business following traditional methods going. Keep up the good work.
11:50 AM it’s no different than that idiotic line for VB “The drinking beer”. No shit, I always thought it was for bathing in.
As for this campaign, I’m sorry to see their old one go, it gave them a great personality. This is a wallflower.
That said I’ll still buy bread there as it’s the only option I’ve got locally.
guys…it’s total shite.
It has no personality and could be a woolworths or coles ad for their fresh bread sections. All the brand personality has been lost with the previous agency.
Should have just gone to brandpower. Would have been cheaper and more effective if this kind of rational message is your aim.
We’re for real……ohhh thank god, i thought you were just fakes….thanks for clearing that up for me.
Look I’m sorry alright. I’ve just been having a bad day. I think i’m going to get fired. No one gets my ideas.
Is this an add for Bakers Delight or Holden? Wait, both campaigns come from the same agency…
The TVC feels like a lecture.
Would’ve been easy to pitch though. Could’ve done the whole thing as a steal-o-matic. It’s amazing how often clients get sucked into that.
Like the taste of their bread, this is generic.
They have a solid position. Can’t believe they didn’t utilse it sooner.
Creative is pretty run of the mill. Nyuck nyuck.
So boring. Boring production, boring creative. Boring AJF same same tvcs. Sorry. Lost opportunity.
hell yeah screw this ad, i love 1.23
Pies are made in pieries and they are awesome
Will Think for Brumbys.
Underhanded chaps out to be culled.
Unnecessary carbs.
6.41PM – Thanks for the kind words, pies are indeed awesome. However, do not go there on a Sunday and order a chicken pie. You have six other perfectly good days to go there. Sunday, my day. Monday through Saturday, your days. Thanks friend.
Those of you lamenting the passing of the Bakers Delight campaign featuring the jaunty pianola music and hand-drawn signs wouldn’t be aware that it was a complete rip-off of a campaign – in the early 80’s if my rapidly failing memory serves me – by an American agency for a chain of Fresh Mex restaurants in which the TV commercials were shot and aired THAT DAY, to echo the strategy of freshly prepared food.
Now THAT was an idea.
The usual ‘we’ve been making cheap ads for years but we want to elevate our brand so now we’re going to spend some money’ bollocks.
Shit, and there I was thinking I was the only guy in the room who knew that BD was lifted straight from the Fresh Mex work.
But that was back in the day before every campaign in the world was plastered over the internet, so you could get away with seeing something in San Francisco, coming back to Melbourne, and replicating it.
Oh that internet thinggy – is that still around?
George Lois did the same day ads idea for a new york newspaper decades before fresh mex or bakers delight. no doubt someone did them before george.
The work is bland. Just like the bread. But AJF work is, well, bland. It is a pity because they started well. And now they’ve become just another average Melbourne shop doing average work for average clients. Pity.
Leave Baker’s Delight alone.
I work there, and I have seen first hand that things are made properly and authentically.
How are you all criticize the company for things you’ve made up in your own little minds?
Next time you eat your rubber supermarket bread, think about the poor machines that made it and think about the real bakers who’ve practiced making proper bread for years, who get up at 2am every morning, just to get bullied by you lot.
Go back home to your ashamed mothers’ and learn some manners.
I work at BD and i get free bread everyday! Its fantastic. Do you supermarket Bakers get to do tht? Ahhhh nah. I know because ive workd in supermarket bakeries aswell. BD rockz. I would actually like to see BD invest more into authentic recipes and methods of ethnic breads in the future. Always room for improvement. Ive read all the comments on this page and i’d just like to thankyou all for being so hilarious. Awsm feedback good and bad, thanks for planting the seeds.
I work for BD, they make all their bread fresh, but what im confused about is the angle we are going…we still make the bread the exact same way as before the new campaign…hmmm…and bakers delight are not as good as one might think. fair enough we make the bread “from scratch” at the ripe time of 2am when you all are asleep, and dont use any preservitives! yet we could make more “Authentic” breads…and by authentic i mean proper french breads, not the rip off version we use from the same white dough we mould blocks into, or we could do greek, italian or even german bread products…come on bakers delight if you want to Get Real, then take some initiative and move forward, i mean even if you guys did pies you would make a HUGE profit!!…but yes ive had enough of the supermarket bread consumers getting giddy and complaining about our stuff but in reality they are not far off from the truth!, the supermarket breads have advanced leaps and bounds to what they used to be and given the chance could soon surpass the quality, and taste of bakers delight breads, thats why bakers delight should MOVE forward instead of changing slogans and introducing seasonal items but still keeping the original items the same when they could be improved…COME ON BD if you guys were serious about all this then go forward!!!!!!!!!!! or you will forever be a has-been company….
i worked for bakers delight for 9 years(for all the people that think they work with bakers delight you have been living in a dream world roger has sold you a lie) and all sough dough come’s from a powder are liquid that come from outside of the store . i would like to ask what is in there inproover that they add to there breads and salt is a preservitives. and what about the danish and croissants that come in frozen are they full of preservitives. now let all of roger sheep speak if hi lets you
bd only care for money they dont care about people wored 6 years and never got trianed
Real bakers bake pies!