Bakers Delight marks 40th anniversary with ’40 years of Fresh’ campaign via McCann Melbourne

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Bakers Delight is celebrating its 40th anniversary with a brand campaign developed by McCann Melbourne as part of the ongoing ‘Nice and Simple’ brand platform.


The new campaign titled ‘40 Years of Fresh’ sees bakers showcasing timeless dance moves, to celebrate decades of baking fresh bread.

Says Jodi Murray-Freedman, group manager of marketing, Bakers Delight: “Bakers Delight has been part of the Australian local community for 40 years, and we wanted to mark the occasion through a celebration that brings a smile to our customers, franchisees and employees. For 40 years we’ve adopted a ‘nice and simple’ approach to everything we do: products, ingredients, service and community, and we want to continue to celebrate the art of keeping things nice and simple with this new campaign.”

Says Simon McCrudden, managing partner strategy, McCann Melbourne: “Bakers Delight is such a uniquely Australian brand, and has been part of the fabric of so many local communities for such a long time. They’ve consistently stayed true to their core values as both a brand and business, and we wanted to celebrate the heritage of the brand in a way that is still relevant and appreciated today.”

Says Andrew Woodhead, creative director, McCann Melbourne: “I still have fond and vivid memories of the original Bakers Delight ads. They have a long-held and proud tradition of showcasing their bakers dancing alongside bread dough and flour-dusted tables, so we thought it was the perfect time to tap into this nostalgia, remind Aussies why they love the brand and mark this incredible milestone in the only way Bakers Delight could.”

The campaign is launching this week across TV, YouTube, Facebook, Instagram & Tik Tok.