Launches ‘Free-Range Bread’ for Abbott’s Village Bakery
George Weston Foods, along with creative agency BMF, have launched a new integrated campaign for its Abbott’s Village Bakery brand, titled Free-Range Bread.
Because Abbott’s Village Bakery is free from artificial colours, flavours, or e-numbers George Weston Foods wanted a campaign that communicated the authentic goodness that goes into every slice. "We needed to tell the Abbott’s Village Bakery story in a unique way. BMF solved that for us with the free-range concept. We are very pleased with the result”, stated Graeme Cutler, Marketing Director, GWF.
The resulting campaign creates the world of the Free Range Bread Farm where each loaf is raised with love and wholesome goodness, and always allowed to roam free. Creative Director Justin Ruben explains, “Abbott’s Village Bakery bread is raised with love and care, using only carefully selected ingredients and no hidden additives. Knowing this, we concluded that it was essentially free-range. And the campaign was born.”
The campaign launches on March 3rd, 2013 with a 45” & 30” TVC, press, social media and OOH advertising. However, a sneak peak of the campaign is currently available on the brand's Facebook page and YouTube channel as of today.