Abbott’s Village Bakery launches ‘Free-Range Bread’ fully integrated campaign via BMF
George Weston Foods, along with creative agency BMF, have launched a new integrated campaign for its Abbott’s Village Bakery brand, titled Free-Range Bread.
Because Abbott’s Village Bakery is free from artificial colours, flavours, or e-numbers George Weston Foods wanted a campaign that communicated the authentic goodness that goes into every slice.
Says Graeme Cutler, marketing director, GWF: “We needed to tell the Abbott’s Village Bakery story in a unique way. BMF solved that for us with the free-range concept. We are very pleased with the result.”
The resulting campaign creates the world of the Free Range Bread Farm where each loaf is raised with love and wholesome goodness, and always allowed to roam free.
Says Justin Ruben, creative director: “Abbott’s Village Bakery bread is raised with love and care, using only carefully selected ingredients and no hidden additives. Knowing this, we concluded that it was essentially free-range. And the campaign was born.”
The campaign launches on March 3rd, 2013 with a 45″ & 30″ TVC, press, social media and OOH advertising. However, a sneak peak of the campaign is currently available on the brands Facebook page and YouTube channel as of today.
Creative Agency: BMF
Client: George Weston Foods
Media Agency: Carat
31 Comments
Nice of you guys to let the planner write the creative work
Awwww, look at those cute loaves of bread…OH SWEET JESUS THEY’VE MURDERED THEM, SLICED THEM UP AND PUT THEM IN PLASTIC BAGS!!!!
Love it.
Perfect mix of magical reality.
Objective: dramatise the benefit in an original and entertaining way. Tick.
This annihilates anything else in the category. Don’t know how it was sold but well done
Classic BMF. Take a product truth and dramatize it in an interesting way. Great work.
Langers, Reggie, anyone.
We really need you, come in, over. Do you read me? Over.
IT”S ALIVE!! What a monstrosity. It does the opposite of make me want to eat…anything.
I love seeing my bread rolling in cow shit. Very appetising stuff.
Nice job there.
Great animation/movement, but shame the loaf texture looks like bambi. Something not quite right in a few shots.
Help.
I like this idea a lot but think the branding needs a bit of a kick.
Don’t think it’d hurt the spot if Abbott’s was in the end v/o.
that is fucking awful
are you guys serious???
where does you meat and veg come from idiot?
Nice twist on an ingredients story.
I have some concerns about the appetite appeal of the animation, but it is a good ad. 2.09 is right about branding. It could have been improved without diminishing the idea.
Lovely work! Well done!
That music is terrible. Shoulda gone with a production library track instead of the badly done fake orchestra.
Brave, yes.
Engaging, yes.
Delicious, no.
In the bread category, which is generally dreary, it’s the best thing since you know what.
Nice idea just a pity u tried the Hovis look and feel.
Would always come off second best
would have been nicer as just 15 or series of…rather than joke going on a bit long and getting (sorry) a bit stale by the end…leave em smiling!
good work chaps
Good point 2:50. I’ll be sure to wash my bread too when I buy it next.
A brilliant spot, but wouldn’t it have been better branded if it had Tony Abbott saying “No no no no no no no no no no no no no no no no additives”?
http://www.youtube.com/watch?v=rvuPCsZf698
With all those shots of the kid’s face, I would love to change the VO to one explaining the pros and cons of taking LSD.
There’s just so much WRONG with this ad. I thought we were supposed to be the storytellers. Where’s the appetite appeal? The branding? The warmth? The production values?
There’s just so much WRONG with this ad. I thought we were supposed to be the storytellers. Where’s the appetite appeal? The branding? The warmth? The production values?
Brilliant….could you tell me the location of where it was made please?.. Thanks
me and doctor dunstance think it is a stupid idea