Showpony Adelaide has retained the Balfours Bakery creative account after a four-way pitch.
The incumbent agency had worked with Balfours for five years across a number of campaigns and promotions including “Stars of Summer”, radio campaign “Music for your mouth” and the Adelaide Football Club cross promotion, “We pie as one”.
Sophie Young, Adelaide’s new managing director, expressed delight on the retention: “We love working with Balfours Bakery. They’re comfortable with our process – and the collaboration that it entails – and really support brave creative thinking.”
Balfours is one of Australia’s oldest bakeries with a strong market presence dating all the way back to 1853. The Balfours “frog cake” is a heritage listed icon and the Balfours brand has a rich history, with strong nostalgic associations for many South Australians. The creative pitch called for agencies to develop a brand platform that could help carry the brand into the future, whilst respecting its past.
Says Erik de Roos, chief marketing officer, Balfours Bakery: “Balfours is part of South Australia’s cultural fabric and identity and is one of the State’s most respected brands. As is the challenge for any well-established brand such as ours, we need to ensure we remain relevant. Throughout the pitch process Showpony demonstrated they clearly got this and have the creative firepower to match.”
Showpony Adelaide creative director, Rory Kennett-Lister is excited to be refreshing a brand that he grew up with: “When I came back to Adelaide I was looking to make an impact on brands that I know and love. Balfours is one of those brands.”
Showpony is working on a new brand campaign due to launch later in the year, as well as a winter promotion to leverage Balfours’ strong association with Footy in South Australia.
Showpony is a creative agency with offices in Adelaide and Melbourne.