Bakers Delight launches new brand strategy

Leading bakery retailer Bakers Delight, will today unveil its new long-term brand strategy, investing in a major repositioning of the business to ensure its continued growth in a changing market.

The company’s new strategic platform, focused on the expertise and authenticity of its bakers and baking methods, will underpin a change in direction for Bakers Delight, in line with growing consumer demand for fresh, natural and, above all, real produce.

Chris Caldwell, General Manager at Bakers Delight, said, “What makes us different is our ability to deliver bread baked from scratch everyday using traditional methods, no preservatives and real ingredients. This sets us apart from our major competitors who offer bread that can be sitting on the shelf for days.”

The brand reinvigoration project will begin with a launch campaign focused on Bakers Delight’s traditional bread range. The brand’s underlying philosophy – real bread, real people, real delight – is to underpin the new brand position We’re for Real, that will appear in all communications moving forward.

“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 could be days old. Our brand communications will reinforce that all Bakers Delight bread is handcrafted and baked fresh, from scratch each day. These are principals that the network was founded on, so it’s a case of the brand getting back to its roots,” explained Chris.

The launch campaign will go live in New Zealand July 1, across all media platforms and creative executions, including in-store merchandising, packaging, uniforms, digital and above the line TV advertising. This is to role out across all 32 bakeries across New Zealand.

Bakers Delight is an Australian success story celebrating its 30th anniversary this year. Its new brand strategy is expected to contribute to 4 – 5 per cent growth globally in FY10/11, which will generate an expected global turnover of approximately $600 million.

“We’ve always had a strong brand 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 across New Zealand and Australia each week,” added Chris.

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About Bakers Delight:
Bakers Delight, one of the world’s most successful bakery franchises, was established in 1980 as a single bakery on Glenferrie Road in Hawthorn, Melbourne. An Australian owned company, Bakers Delight boasts over 700 bakeries employing more than 15,000 people, serving 2.5 million regular customers per week throughout Australia, New Zealand, and Canada.

Bakers Delight NZ is a supporter of Look Good Feel Better supporting women with breast cancer. Through its bakery network, the company donates approximately $143 million in bread to charities each year.