Bakers Delight has partnered with independent creative agency Hero to launch a new campaign that highlights the Australian bakery chain's commitment to using real ingredients and baking fresh bread daily in family-owned Australian bakeries.

The campaign focuses on the brand's Hi-Fibre Lo-GI Wholemeal and White range, positioning Bakers Delight as a straight-talking alternative in the market and raising questions about the ingredients found in supermarket bread.

Last year, Bakers Delight exposed supermarkets for heating up frozen loaves and selling them as freshly baked. This year, the brand is turning the spotlight on the long list of unnecessary ingredients found in supermarket bread.

"At Bakers Delight, what you see is what you get. We proudly use real ingredients and bake our bread fresh everyday in Australian family owned bakeries across the country. This has manifested into the raw and honest approach that’s now strongly baked into the essence of our brand communications," said Jodi Murray-Freedman, Director of Marketing at Bakers Delight.

The campaign, which is live nationally, spans across TV, BVOD, radio, OOH, social and digital platforms.

"Last year, we exposed a little known secret kept hidden behind supermarket doors - their bakeries heat up frozen loaves and put them on shelf as freshly baked. This time, we’re making another purposely provocative statement pitting David (Bakers Delight) against two supermarket Goliaths. And getting more Australian shoppers to collectively say, Really?" said Executive Creative Director at HERO, Shane Geffen.