Bakers Delight, in collaboration with independent agency HERO, has launched a new campaign titled 'We’re a bakery not a fakery'. The campaign takes a critical look at the 'fresh' bread offerings from large supermarkets, particularly those claiming to bake in-house. The campaign also challenges Australians to rethink loyalty programs and "what they're really packing in their kids' lunchboxes". 

The campaign follows the day of a supermarket 'baker’ and the shortcuts he or she takes behind the scenes. This initiative comes after Bakers Delight's significant repositioning last year with the launch of its new brand platform 'Keep It Real', also via HERO.

Jodi Murray-Freedman, Director of Marketing at Bakers Delight, said: 'We’re extremely proud to put freshly baked bread that is made right there onsite, every day on our shelves. We want Australians to understand that they don’t have to compromise on what’s real and authentic and perhaps be a little less accepting of how they are marketed to by supermarkets. In short, there’s no substitute for real,' she said.

Shane Geffen, executive creative director at HERO, echoed this sentiment, stating that the new platform allows the brand to expose any 'fakery' from the competition. 'I think the Australian public will be quite surprised by the reality we’ve unveiled,' he said.

The Bakers Delight campaign will be supported by social, digital, out-of-home and point-of-sale.

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