Helga’s celebrates little acts of care in new campaign via AJF Partnership, Sydney

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HelgaAJF Partnership Sydney together with Goodman Fielder has launched a new multi-channel campaign for Australia’s largest bread brand, Helga’s.

Despite Helga’s being the market leader, the category as a whole has suffered from complacency and low engagement. To overcome this, the new work builds on the well-known positioning ‘It’s not just bread, it’s Helga’s’ and deliberately moves into a richer, more emotional territory.

HelgaSays Adam Rose, executive creative director / founding partner of AJF Partnership Sydney: “Helga’s are the champions of quality, craft and care in the bread aisle and we felt there was an opportunity to emotionally re-connect Australians through ‘little acts of care.’ Leading with a series of heartwarming commercials, the new campaign shows that the humble loaf is a great facilitator of care.”

Says Karen Sterling-Levis, head of marketing, baking: “This is the beginning of a new chapter for Helga’s. As one of our most iconic brands in the Goodman Fielder portfolio it is important that we move from a rational purchase of the range to an emotional relationship with the brand for our continued growth.”

Marketing Manager, Loaf – Craig Murphy

Brand Manager – Rose HelgaMilan

Advertising Agency: AJF Partnership 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

Producer – Allison Lockwood

Managing Partner – WilfHelga Sweetland

Executive Producer – Edward Pontifex

DOP – Jeremy Rouse

Editor – Dan Lee

Grade – Method Studios

Online – Nicky Lidell

Post House – The Sweet Shop

Photographer – William Meppen

PR agency – Hausmann

Media – Slingshot