MELBOURNE: Bakers Delight has appointed AJF Partnership as its new strategic communications partner to evolve the brand and marketing communications strategy to drive continued growth.
AJF Partnership beat out shortlisted incumbent CHE and Clemenger Melbourne for the account following a competitive pitch.
Bakers Delight general manager marketing & operations Chris Caldwell said: “Our creative strategy has gone from strength to strength over the past 13 years in a successful partnership with CHE. The appointment of AJF Partnership will provide a fresh approach to the delivery of our brand to our 2 million weekly customers.
“We have a very clear vision of what Bakers Delight needs in a creative partner to ensure our continued growth both domestically and internationally, we believe AJF Partnership will help us achieve that.”
Bakers Delight had a main media spend of $6.1 million in the 12 months to November 2009, up from $5 million in the previous corresponding period, according to Nielsen. Its media agency is OMD Melbourne.
The appointment is effective 1 March.
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