Abbott’s Village Bakery asks social media fans to ‘Adopt A Loaf’ in new online campaign via BMF
Abbott’s Village Bakery is giving social media fans the chance to ‘Adopt A Loaf‘ of virtual bread in a new campaign via BMF.
The social media campaign builds on the “Free Range Bread” campaign, which launched in March, and allows Facebook users to adopt one of Abbott’s Village Bakery’s free-range loaves.
Users can sign up to ‘Adopt A Loaf’ on the Abbott’s Village Bakery Facebook page and will also have the opportunity to win free bread vouchers and go into a draw for a cash prize.
Says Tracey Fox, group brand manager for Abbott’s Village Bakery: “We had such an amazing response from our Facebook community around the Abbott’s Village Bakery Free Range Farm that we wanted to give people the chance to interact with the loaves by adopting and naming them.”
The campaign runs throughout July.
Client: George Weston Foods
Agency: BMF
17 Comments
BUT WHY WOULD I ADOPT A LOAF??? AND TELL MY FRIENDS?? Seriously whoever thought this was socially interesting needs to spend a bit more time on the internet.
this is embarassingly bad…just because you have a community doesnt mean you should subject them to this rubbish. Certainly doesnt pass the ‘why would i care, why should i share’ test… BMF have a think about basic human behaviour and why people share online
I’d rather pinch a loaf.
I adopted a great loaf this morning – or about 3 seconds before it hit the water. I might go adopt another one.
PS this idea is shit, geddit?
Stop hating on this idea.
All my friends on Facebook would love to adopt a loaf!
They are so cute.
The tv really created an emotional connection with these fibrous bundles of joy and its great to see Abbots amplifying this campaign through their owned channels. Much more effective that just having a passive tv ad. By adopting a loaf they are creating loyalty and driving deeper engagement with their fans!!!
Well done BMF – Like!
Regardless of the social component, the campaign is seriously flawed as they are depicting bread as livestock.
I don’t want to eat bread that reminds me of a cow
I agree with Adopt or not said. When first seeing the ad thoughts were that the bread I was to purchase had been frolicking in the dirt and the dust didn’t give me confidence of freshly baked. But rather wrangled out of the paddock. Now with this idea, it just seems to be riding on the back of rescuing animals – or under developed country needs. But then in this ridiculous world of social media people like Master Baker might go out and make a new family of bread people.and get themselves some adoption papers to verify it.
Cabbage Patch dolls replaced by loaves of bread. Maybe there can be some little outfits for them.
Rescue yourself said:
But then in this ridiculous world of social media people like Master Baker might go out and make a new family of bread people.and get themselves some adoption papers to verify it.
That is such a prehistoric view of the world Rescue Yourself. This is a great example of a truly modern integrated campaign with a participation at its core. I think you need to start using your loaf and embrace this ‘ridiculous world of social media’ because it is here to stay, ‘like’ forever!
I entirely agree that social media is here to stay.
Perhaps when it has been here a bit longer, we will be over this sort of desperate, ‘Fuck, what can we do to make this ‘social’ and get ‘likes’?’ type of bullshit.
Participation at its core? Only if you count pushing a ‘like’ button to get something free as ‘participation’. It is no more ‘participation’ than clipping a coupon from a newspaper was, and that process was not surrounded by bullshit and jargon.
wtf happened to getting people to ‘participate’ by buying a product?
Simply getting someone to buy something is so yesterday. Where’s the fun in that?
People expect more from brands these days. They want a two way dialogue and to engage with brands on a deeper, richer and more meaningful level.
‘Liking’ a brand on Facebook is much bigger and more powerful than clipping a coupon i.e. when you ‘like’ you express to all of your friends the affinity you have with a brand and potentially influence them and change their behaviour.
I agree there is too much jargon thrown out there. But when I reached out to some of my colleagues within the network and discussed this with them we unanimously felt that moving forward if we want people to buy product, social needs to be baked in to everything we do.
Let’s go ‘like’ fishing – one of the best comments I’ve ever read about digital.
Master Baker, either you are a complete idiot or your post is completely tongue-in-cheek. Reading that last sentence, I think it must be.
Sorry master baker. I did not initially realise you were being sarcastic. Like creationism, It’s almost impossible to tell real marketing jargon from satire of marketing jargon without an emoticon or similar cue.
Crumbs what a communication breakthrough. Adopting bread? Who’d have thunk it? I know that plenty of grown up people living in a real world spend their leisure time transfixed to just this sort of opportunity. Well done abbots village bakery… Tell me did they leave the word “idiot” out of your brand name
Dear Master Baker
Was there one sentence where it was even intimated that Social Media isn’t here to stay??? No matter how you knead the dough you still need to have a strategy that makes sense. Not a half baked idea.
This is awful.
It leaves a dark stain on social media, and an even darker one on advertising.
What’s next, ‘Adopt a Tea Bag’ for Tetley. Hit like and you adopt a teabag.
How about ‘Adopt a Ute’, hit like to adopt a Ute from Toyota.
Hang on, what about ‘Adopt-an-Ugly’ for eHarmony. You can adopt up to 5 uglies per day, show the world how big your heart is.
Just hit like.
This is awful.
It leaves a dark stain on social media, and an even darker one on advertising.
What’s next, ‘Adopt a Tea Bag’ for Tetley. Hit like and you adopt a teabag.
How about ‘Adopt a Ute’, hit like to adopt a Ute from Toyota.
Hang on, what about ‘Adopt-an-Ugly’ for eHarmony. You can adopt up to 5 uglies per day, show the world how big your heart is.
Just hit like.
Tom Yorkeschter and YP – wonderful to see that you’re in violent agreement with one another. Great minds think alike.
Like!