MELBOURNE: Bakers Delight, the fresh baking retailer, has unveiled a new tagline, 'We're for Real', that will be backed by a $6 million ad campaign launching on Thursday (10 June).
The new tagline emphasises the expertise and authenticity of the brand's bakers and baking methods.
Bakers Delight general manager, Chris Caldwell, said creative agency AJF Partnership, which was appointed in February, came up with the concept.
“We’ve always had a strong brand in Australia but it was time for us to revise our brand position in order to achieve our growth targets and meet the needs of an average 2.5 million customers each week,” he said.
“What makes us different is our ability to deliver bread baked from scratch everyday using traditional methods, no preservatives and real ingredients. This sets us apart from our major competitors who offer bread that can be sitting on the shelf for days,” Caldwell said.
The $6 million brand reinvigoration project will begin with a launch campaign focused on Bakers Delight’s traditional bread range. The brand’s underlying philosophy – real bread, real people, real delight – will underpin 'We’re for Real', which will appear on all communications.
The launch campaign will run across all media platforms and creative executions, including in-store merchandising, packaging, uniforms, digital and above-the-line TV, magazine and online advertising. It will also role out across 630 bakeries in Australia.
The brand strategy is expected to contribute to 4% to 5% growth in FY10/11, which will generate an expected global turnover of approximately $600 million. As of March 2010, Bakers Delight’s market share was 13.5%, according to Roy Morgan Single Source Data).
Media buying is handled by OMD, while Visual Jazz handles the digital account.
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