Bakers Delight's Latest Campaign Sparks Up 3am Banter

Baker’s Delight has launched its 2019 Easter campaign with McCann Melbourne through a nostalgic early morning ‘freshly baked at 3am’ commercial series, which celebrates the charm and magic that comes to life in the bakery, while preparing their famous range of fresh hot cross buns.

The first commercial in the series launches two new characters for the brand, two bakers whose imaginations run away with them in the early hours of the morning. Dedicated to their passion for all things baking, the two bakers find themselves deliberating on the world around them.

Says Andrew Woodhead, creative director, McCann Melbourne: “This new series of Bakers Delight Easter ads maintain the cheeky and playful tone set by the 3am brand campaign. It aims to establish a new platform that highlights their baker’s dedication to freshness and enables the brand to highlight their evolving product range.”

Whether it’s crafting new Easter carols, comparing the validity of fruit, or counting thousands of chocolate chips in cups, our bakers will keep themselves and the audience entertained, while showcasing their daily baking ritual.

Says Lynn Chinnock, group account director, McCann Melbourne: “It was a pleasure to partner with Bakers Delight for Easter, their biggest season of the year, as they continue to push the boundaries with a fresh twist for the season.”

Says Jodi Murray-Freedman, head of marketing, Bakers Delight: “The new 3am creative provides the Bakers Delight brand with greater flexibility and enables us to create a fun series of ads which will assist us to talk about the breadth and depth of our range throughout the year.”The fully integrated campaign that includes TV, social and in-store, will be rolling out across the nation this month.