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


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 has grown into a major company with 614 bakeries in Australia that are competing for a share of the (estimated) $2.68 billion fresh bread market (IBIS Industry Report, Feb 2011). Bakers Delight had built its brand on the skill of its bakers and a reputation for high quality products. Historically it was the bread expert for which people were willing to pay a premium.