Despite Helga’s being the market leader, it was coming under competitor pressure, particularly from private label and in-store baking. To overcome this, we built on the well-known positioning ‘It’s not just bread, it’s Helga’s’ and moved away from promoting a rational product and begun a more emotional relationship with Australia – showing that Helga’s not only cares about bread, it cares about people.

Ranked #10 APAC’s most emotional ad of the year*
Ranked #43 Most emotional ad of the year worldwide*

*Survey of 56,400 consumers worldwide by System 1 research company.