Helga's continues to push its bread beyond just a product, tapping into the emotion of consumers.
Building on the recent ‘It’s not just bread, it’s Helga’s’ campaign, Goodman Fielder with Richards Rose have released the latest installment in the campaign series.
The new approach kicked off earlier this year with a campaign by AJF Partnerships Sydney, celebrating little acts of kindness.
In this latest spot we see an older man working out along with eating well, to reveal that this has been part of a vigil to look and feel his best at his daughters big day.
Richards Rose CEO Digby Richards says: “This story builds on the great response to the first ‘Love thy neighbour’ piece and continues this fresh approach for FMCG brands which tend to flood our screens with undifferentiated product speak.”
Credits:
Marketing Manager, Loaf - Craig Murphy
Brand Manager – Rose Milan
Agency: Richards Rose Sydney
Executive Creative Director – Adam Rose
Creative Director – Chris Johnson
Creative Group Head – Paris Giannakis
Head of TV / Content – Tanya Hairman
Head of Planning – Jody Elston
Planning Director – Thomasine Burnap
Group Business Director – Kate Heatley
Account Director – Christine Lyall
Film Company – The Sweet Shop
Director – Louis Sutherland
Post House – The Sweet Shop
Photographer –– William Meppen
PR agency – Hausmann
Media – Slingshot
