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.