The new work celebrates the charm and magic that comes to life in the bakery, while preparing its famous range of hot cross buns.
Baker's Delight has launched its 2019 Easter campaign through an early morning 'freshly baked at 3am' commercial series created by McCann Melbourne.
It celebrates the charm and magic that comes to life in the bakery, while preparing its famous range of hot cross buns.
The first commercial in the series launches two new characters for the brand, two bakers whose imagination run away with them in the early hours of the morning.
McCann Melbourne creative director Andrew Woodhead says the new ads "maintain the cheeky and playful tone" for the campaign.
"It aims to establish a new platform that highlights their baker's dedication to freshness and enables the brand to highlight their evolving product range," Woodhead says.
Baker's Delight head of marketing Jodi Murray-Freedman says the campaign will assist the bakery with talking about its wide range throughout the year.
"The new 3am creative provides the Bakers Delight brand with geater flexibility and enables us to create a fun series of ads which will assist us to talk about the breadth and depth of our range throughout the year," she says.
The fully integrated campaign that includes TV, social and in-store, will be rolling out across the nation this month.