Bakers Delight: How the return of the real bakery led to the return of more customers

Bakers Delight was faced with a long-term decline in Australian customer numbers, with its traditional audience increasingly preferring independent specialist bakeries and "uber-premium" bread brands on one side, and supermarkets on the other.

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...

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