Balfours Bakery’s ‘Stars of Summer’ web series via Showpony, hits the spot with Aussie teens

Created by Showpony Advertising as part of an integrated Summer campaign, the Balfours Bay web series was designed to help re-engage South Australian teens with South Australia’s oldest bakery. And judging by the stats it’s working with the web series already clocking up over half a million views via Facebook and YouTube.

Says Andy Scott, CD, Showpony, on the idea to develop a ‘soap-for-web’ series: “A whole generation of Aussies have ‘grown up’ watching Neighbours and Home and Away after school with their kids doing the same. So we set out to create a fun, mildly insane new Aussie drama featuring a human and pastry cast. Welcome to Balfours Bay, a place where the pastries you love, love you back.”

VIEW THE SERIES

Says Erik de Roos, chief marketing officer, Balfours: “Balfours Bay forms part of a much larger push to help revitalise and re-energise the Balfours brand. It is a great embodiment of our brand platform ‘Baking people happy’ and helps put some of our iconic products front and centre in a fun and slightly outrageous manner.”

The seven-part series has been released weekly on FB with the option to ‘binge watch’ the whole series on YouTube.

The full Balfours “Stars of Summer” campaign includes outdoor advertising, social media, radio, in-store activations, a branded Balfours “Beach Hut” appearing at Summer hotspots in partnership with Nova – and an exclusive outdoor Cinema Pool night.

Client: Balfours Bakery

Sound: Scott Illingworth Best FX