Bakers Delight celebrates the joy of freshly baked moments in new campaign via HERO
For more than 45 years, Bakers Delight has been part of everyday Australian life. From picking up a warm loaf on the way home to sharing a favourite scroll with family, it’s often the simplest moments that bring the greatest joy. Today, Bakers Delight is celebrating those moments with the launch of ‘Pure Delight’, a new national campaign created by independent agency HERO.
Rolling out across TV, radio, OOH, BVOD, online video, social and digital audio, the campaign shines a light on the small but memorable experiences that happen every day around freshly baked bread.
The campaign centres on familiar moments, such as a loaf still warm from the oven, or a Cheesymite Scroll that doesn’t survive the drive home. ‘Pure Delight’ celebrates the everyday joy of freshly baked bread, and is a reminder that some of life’s best moments are the simplest.
Rather than staging perfect family moments, the campaign celebrates the real ones: the spontaneous, relatable experiences that Australians have shared for generations. Because sometimes delight isn’t found in grand occasions. It’s found in a warm loaf, a favourite treat and the people gathered around them.
Says Jodi Murray-Freedman, Chief Marketing Officer, Bakers Delight: “Freshly baked bread has always had a unique way of bringing people together. Whether it’s a loaf picked up for dinner, a scroll enjoyed before you’ve even left the car park or a family favourite shared around the table, these moments create joy far beyond the product itself.
“Bakers Delight has been part of those moments for more than 45 years, and ‘Pure Delight’ is our celebration of the little things Australians love most. Because sometimes the simplest moments are the most memorable.”
For HERO, the creative opportunity was to uncover the emotional truth sitting behind the product.
Says Andrew Woodhead, National Creative Director, HERO: “When you have that Cheesymite Scroll in the car with you, it just doesn’t last the drive from the bakery to your front door. That’s the thing about Bakers Delight. There are all these little moments that happen around the product that Australians instantly recognise. We wanted to celebrate those moments rather than manufacture them. Because the joy is already there. You just have to notice it.”
The campaign marks the latest chapter of HERO’s long-running ‘Keep it Real’ platform for Bakers Delight. Since its launch, the platform has helped Bakers Delight carve out a distinctive position within the category by consistently championing what fresh bread should be: real ingredients, real bakers and real freshness. Previous campaigns challenged supermarket conventions around ingredients, scratch baking and the meaning of “fresh”, helping Bakers Delight strengthen its role as a genuine alternative to the supermarket duopoly. The business has continued to deliver strong like-for-like sales growth while strengthening brand consideration and distinctiveness in an increasingly competitive category.
This latest chapter of ‘Keep it Real’ shifts the focus from what makes Bakers Delight different to why that difference matters. It celebrates the joy that comes from bread made fresh every day and the role Bakers Delight plays in life’s small but meaningful moments. The result is a campaign that reminds Australians of something they’ve always known: some of life’s best moments are warm, fresh, shared and often enjoyed before you get home.
Client: Bakers Delight
Chief Marketing Officer: Jodi Murray-Freedman
Head of Digital Customer Experience: Pascale McBain
Media & Content Manager: Esther Wu
Product Development & Bakery Support Manager: Luke Farrell
Agency: HERO
National Creative Director: Andrew Woodhead
National Head of Production: Roz Scrimshaw
Senior Copywriter: Anais Read
Senior Art Director: Katelyn Testa
General Manager: Richard Hayes
Group Account Director: Kurt Griffin
Account Director: Annabel Ziegeler
Production Assistant: Vanessa Ambler
Media Agency: Nunn Media
Group Business Director: Stacey Blease
Account Director: Steven Bale
Account Manager: Ella Redmond Molloy
Production Company: Truce
Director: Mitch J Green
Executive Producer: Michael Ciccone
Producer: Carla McConnell
DOP: Marcus Cropp
Post: Via Truce
Offline Editor: James Ashbolt
Online Editor: Dave Abbott
Colourist: Alina Birmingham
Sound Studio: Bang Bang
Sound Engineer: Justin Bodanac
VO: Rupert Degas
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