Helga’s celebrates little acts of care in new campaign via AJF Partnership, Sydney
AJF 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.
Says 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 Milan
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 – Wilf 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
10 Comments
Did you steal your headlines from Christmas cracker jokes?
Love the more human side
Unfortunately it’s still just bread……
Why doesn’t she just invite him over for lunch? What a cow…
Garbage
Feels below the bar. And it’s a very low bar in this country, look at the Abbots crap from a few weeks back.
The U.K. don’t do Europe very well, but they make nice bread commercials.
http://adsoftheworld.com/media/tv/warburtons_bread_burnt_offering
http://adsoftheworld.com/media/tv/hovis_good_inside
Before you blame client / budget / aunties or uncles, if your name is on this work you are responsible for it – and the bland white bread commercial that followed.
I can’t disagree with you that this, and the work out of BMF a few weeks back, is a quite little .
But you’d have to be pretty ignorant to genuinely believe that if your name is on the work, you are responsible for it.
Have you worked in advertising?
If you’re paying for the work you are responsible for it. And unfortunately the people with the monies aren’t always the people with the brains.
This smells of an out-of-touch client who butters their bread with a little too much bullsh*t. End of story.
Stop being such a bully to your peers who’re doing their best to make a living in an industry that already beats the life out of them.
And no, I’m not from a related agency – I’m just sick of seeing negative dribble like yours all over the comments section.
One can only hope that the bread is as soft as this work.
Where is the Schinkenbrot? Where is the dark rye? Burnside IGA and customers are getting antsy. Nambour is not some backwater. We want our bread.
Who is the actress in the tv ad??