KEEP IT REAL
KEEP IT REAL
Bakers Delight · Keep It Real
THE BRAND PLATFORM THAT REMINDs AUSTRALIANS what REAL bread is all about.
HERO partnered with Bakers Delight to launch Keep It Real, celebrating the craftsmanship, quality ingredients and baking expertise behind every loaf. By putting authenticity at the centre of the story, the campaign reinforced what makes Bakers Delight different.
HERO’s helped Bakers Delight ‘Keep It Real’ for almost a decade now, growing its challenger positioning each year as the clear, fresh alternative to processed supermarket bread.
In this latest campaign, we asked ‘what’s really in the bread sold in supermarkets?’ According to ingredient lists, Australia’s supermarket suppliers are pumping up to 20+ ingredients into what should be a simple recipe made around the world for centuries, to extend shelf life whilst compromising on quality.
This new HERO campaign continued to build on the long-running ‘Keep It Real’ brand platform by positioning Bakers Delight as the, well, clearly better alternative for healthy Australian families.
Heroing the Hi-Fibre Lo-GI Wholemeal and White range, we graphically highlighted Bakers Delight’s transparent commitment to keeping it real – no gimmicks or tricks, just real fresh tasty bread.
The Results
9.5%
Sales increased 9.5% as the campaign continued to build momentum nationally.
7.9%
Transactions grew 7.9%, driving more shoppers into Bakers Delight bakeries.
9%
Spontaneous brand awareness increased by 9%.
1.5%
Average spend per transaction increased by 1.5% across the campaign period.
94%
Prompted brand awareness reached 94%, delivering near-universal brand recognition.