Bakers Delight reveals Fresh strategy

Posted by Nicole Eckersley on 8th June 2010

Australian bread franchise Bakers Delight has unveiled its new brand strategy, in a plan to reposition the business for continued growth.

The $6 million dollar plan will focus on emphasising the freshness of Bakers Delight products and the authenticity of its bakers and baking methods.

“Our extensive research identified that consumers are unclear about what ‘fresh’ bread is and are unwittingly buying bread that claims to be fresh, when in actual fact it could be days old,” said Chris Caldwell, General Manager at Bakers Delight.

“Our new brand communication reinforces that all Bakers Delight bread is handcrafted and baked fresh, from scratch, each day. These are principles that the network was founded on, so it’s a case of the business getting back to its roots.”

The company expects that the new ‘We’re For Real’ campaign will add 4-5% growth in 2010-11, generating an expected global turnover of around $600 million. It will include merchandising, packaging, new uniforms, and an extensive media and web campaign.

“We’ve always had a strong brand in Australia but it was time for us to revise our brand position in order to achieve our growth targets and meet the needs of an average 2.5 million customers each week,” said Caldwell.