Copy of Bakers Delight "200 year old bread - Sourdough" newspaper ad
(1010k, JPG format)
In papers, July 03
Bakers Delight reinvigorates their brand with newspapers, educating consumers about the ancient art of bread-making.
As the battle of the breads heats up between the advertiser and supermarkets, Bakers Delight utilise the Strategic Role of Conveying Information to educate consumers about the uniqueness and authenticity of their Sourdough range, ultimately encouraging trial.
Copy works a charm in this advertisement, which dissects a product consumers consider to be a staple. Here, long copy builds a relationship with the reader, challenging what motivates their purchasing behaviour and giving them a new angle to consider next time they’re shopping for the family loaf.
This campaign is a part of a major repositioning of the brand which hopes to highlight the expertise and authenticity of its bakers and baking methods in line with growing consumer demand for fresh, natural and above all, real ingredients.
July 2010
