Goodman Fielder launches ‘It’s not just bread it’s Helga’s’ work for Continental Bakehouse via Joy
Goodman Fielder has launched a new campaign – ‘It’s not just bread it’s Helga’s’ – promoting Helga’s Continental Bakehouse Bread range via Joy, Sydney.
The campaign is Goodman Fielder’s first initiative with Joy since securing the account in December 2012.
Working closely with Goodman Fielder over the past 10 months, this campaign has seen the agency rebrand and redesign their online, in store and on air advertising.
Says Kinda Grange, the marketing director at Goodman Fielder Baking: “Helga’s combines natural, high quality ingredients and healthy seeds and grains in interesting and delicious ways to create breads that are not only good for you but compliment the produce you love to eat. The freshness. The passion. The tradition. The desire to elevate the everyday. This is the reason our bread is not just bread. This is the reason our bread is Helga’s.”
The campaign launched on October 13th, 2013 with a 30″ TVC, shopper OOH, POS, a new website, in- store activations and new packaging.
Marketing Director Baking: Kinda Grange Marketing Manager: Jeremy Charoux
Executive Creative Director: Christy Peacock
Creative Director: Dean Hamiltan
Copywriter: David Roberts
Art Director: Kirsty Galmes
Producer: Sarah Cowen
Team Leader: Kay Boyle
Senior Account Director: Kirsty Reynolds
Account Manager: Nicholas Bailly
Production Company – The Sweet Shop
Director: Joel Harmsworth
Producer: Allison Lockwood
Editor: Michael Lutman
Colourist: Vincent Taylor
Online: Eugene Richards
Post Producer: Kate Guest
Sound: Smith and Western and Nylon Studios
9 Comments
No, it’s bread.
Fantastic stuff. Well done Joy.
Made me hungry.
Holy shit that’s shit.
Everything looks delicious! Some really nice shots in there
Okay, it’s Helgas…but what’s the idea?
This is what’s wrong with the world.
I have watched the Helgas ads with interest, and disbelief over the years and even worked on the brand briefly. This would have to be the most prescriptive and clueless client one could encounter. They insist on maintaining the ‘it’s not bread’ thought, if you could call it that, despite the fact that it has never, ever led to any executions that say anything about the brand. It’s confusing and, ultimately, meaningless. Congratulations Goodman Fielder, you stick to your guns, because that’s the most important thing in advertising – stubbornness.
It’s not bread, it’s an Alfa Romeo.