Bakers Delight: How the return of the real bakery led to the return of more customers
Agency: AJF Partnership
Advertiser: Bakers Delight
Author: Joseph Smeaton
Total Campaign Expenditure: $5-10 million
STRATEGIC COMMUNICATIONS CHALLENGE
Bakers Delight was tired and in need of rejuvenation. It had lost focus and needed to reassert its differentiation and relevance in order to justify its premium value.
We were once known as the bread experts
Bakers Delight is one of the world's most successful bakery franchises. Originally established as a single bakery on Glenferrie Road in the Melbourne suburb of Hawthorn, it...