Abbott’s Village Bakery recruits volunteer scarecrows to protect free range bread via BMF
George Weston Foods Limited is continuing the ‘Free Range Bread’ campaign for the Abbott’s Village Bakery brand, with the launch of a series of online films, created by BMF, documenting the volunteer scarecrows that protect the free range loaves.
The ‘Free Range Bread’ story has proven to be a strong differentiator in the past, something that’s critical for a challenger brand in a highly competitive category.
Raised with the utmost care and all the goodness you could ask for, Abbott’s Village Bakery free range loaves are free from any artificial colours, flavours or preservatives and always roam free – the way it should be. The volunteer scarecrows further dramatise this in the next chapter of the story, which demonstrates how much care goes into raising our bread – free range.
Says Cam Blackley, executive creative director, BMF: “Following up from the ‘Free Range Bread’ work, we wanted to show that it takes a village to raise a loaf. The online environment is a great opportunity to delve into the gentle characters that take bread breeding so seriously.”
Says Graeme Cutler, marketing and innovation director, Tip Top: “We wanted to extend our distinctive Free Range World in order to strengthen the connection with our audience, and highlight the care and dedication that goes into each and every loaf. The Volunteer Scarecrows concept created by BMF, was the perfect way to continue the storytelling behind this master brand campaign.”
The campaign launched across various paid digital media publishers and the Abbott’s Village Bakery Facebook page, with a long form online film, two 30″ and two 15″ executions.
The digital and social strategy gives us greater ability to reach more consumers in a targeted and responsive way. Based on the chosen media – spanning paid and owned – BMF will retarget, test and optimise the most effective use of assets and the sequence of content and messaging across the audiences.
Executive Creative Director: Cam Blackley
Creative Team: Dantie Van Der Merwe, David Fraser, Harry Neville Towle and James Sexton
Executive Planning Director: Christina Aventi
Head of Digital and CRM Strategy: Irina Hayward
Senior Strategic Planner: Emily Field
Social and Content Strategist: Gabriella Singh
Managing Director: Steve McArdle
Group Account Director: Kura Tyerman
Senior Account Director: Aisling Colley
Account Manager: Kimberly Ngo
Agency Producer: Esta Lau
Production Company: Rabbit Content
Director: Abe Forsythe
Executive Producers: Alexandra Hay and Lucas Jenner
Producer: Alexandra Hay
DOP: Katie Milwright
Editor: Drew Thompson @ ARC Edit
VFX Supervisor: Jesse Bradstreet @ Alt VFX
VFX Supervisor/Flame: Jay Hawkins @ Alt VFX
Senior Producer: Dawn Walker @ Alt VFX
Animations: Robbie Reid, Stephanie Tomoana and Chris Rentoul @ Alt VFX
Lighting: Anna Hilding @ Alt VFX
Compositing: Tim Parsons @ Alt VFX
Music: Lukas Farry @ Otis Studios
Sound: Tone Aston @ Rumble Studios
Client
Marketing and Innovation Director: Graeme Cutler
Group Marketing Manager: Justine Cotter
Senior Brand Manager: Leanne Jaskiewicz
14 Comments
Oh Dear…
These are hilarious!
Dear ad world STOP DOING THESE. Ironic characters with stupid made up jobs ads.
They are self indulgent boring and except for captain risky don’t work.
Why is captain risky different? Because it’s not self flagulation. They are trying to move units not be post modern ironic pieces of storytelling.
Let’s get back to being good at what we do.
Nope, doesn’t sit right. Tries way too hard to be funny, so I don’t find it funny. Just find it silly.
This is pretty crumby.
HaHaHa… please keep wasting your money on this self-indulgent waste of space
Oh Crumbs.
Who, how, what.. total and complete fail..
Clients should be fired.
Agency should be fired.
TV and digital audiences should be able to claim damages.
I wanted to like it. Sat through 120 seconds and then bailed. Just not funny or engaging enough.
Legitimate question:
Was the brief to create an online film? Because I can’t imagine your target audience, or any audience for that matter, clicking onto a 7 minute film about bread. Maybe stick to the old well made TVC and cut it down for pre-rolls, because this is junk.
So confused. Scarecrows protect loafs, that are like cows? Why are they human scarecrows?
Just what I was thinking, I work in ad land and turned off after 15 seconds, punters don’t care about this stuff, quit wasting your clients money.
saw this today watched the whole thing. loved it .
i guess i am a kind of scarecrow musician.
unfortunately we bake our own bread here.
i never watch ads but this captivated me
thank you
The UK actor late Jon Pertwee (aka 3rd Dr who) wouldnt be happy with the rip off of His creation of Worzel Gumage scarecrow character…He was very protective of the rights to use.