How Abbott’s Village Bakery became a breadwinner

Abbotts Village Bakery, a bread brand, encouraged Australians to buy its products by launching new packaging, a new product range and a TV to showcase it.

Executive Summary

We'll be upfront. This isn't a paper about the effectiveness of advertising alone. Although we can, and have, isolated its sizeable impact. This is a story about what happens when you take the modern marketing maxim "everything communicates" seriously. It was a comms idea born out of collaboration, that lived on pack and in every bite. Making Abbott's Village Bakery a breadwinner.

Challenge, Objectives & Strategy

Cookie cutter no longer cutting it

In 2009, Helga's – in all its rustic, flour-dusted glory – was absolutely rolling in dough as a category of one.

George Weston Foods wanted in,...

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Insights Team
Bray Leino

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