Client: George Weston Foods Limited
Agency: BMF
Executive Creative Director: Cam Blackley
Creative Team: Dantie Van Der Merwe, David Fraser, Harry Neville Towle and James Sexton
Executive Planning Director: Christina Aventi
Head of Digital and CRM Strategy: Irina Hayward
Senior Strategic Planner: Emily Field
Social and Content Strategist: Gabriella Singh
Managing Director: Steve McArdle
Group Account Director: Kura Tyerman
Senior Account Director: Aisling Colley
Account Manager: Kimberly Ngo
Agency Producer: Esta Lau
Production Company: Rabbit Content
Director: Abe Forsythe
Executive Producers: Alexandra Hay and Lucas Jenner
Producer: Alexandra Hay
DOP: Katie Milwright
Editor: Drew Thompson @ ARC Edit
VFX Supervisor: Jesse Bradstreet @ Alt VFX
VFX Supervisor/Flame: Jay Hawkins @ Alt VFX
Senior Producer: Dawn Walker @ Alt VFX
Animations: Robbie Reid, Stephanie Tomoana and Chris Rentoul @ Alt VFX
Lighting: Anna Hilding @ Alt VFX
Compositing: Tim Parsons @ Alt VFX
Music: Lukas Farry @ Otis Studios
Sound: Tone Aston @ Rumble Studios
Client
Marketing and Innovation Director: Graeme Cutler
Group Marketing Manager: Justine Cotter
Senior Brand Manager: Leanne Jaskiewicz
ABBOTT’S VILLAGE BAKERY RECRUITS VOLUNTEER SCARECROWS TO PROTECT THEIR ‘FREE RANGE BREAD’ VIA BMF
George Weston Foods Limited continues the ‘Free Range Bread’ campaign for the Abbott’s Village Bakery brand, with the launch of a series of online films, created by BMF, documenting the volunteer scarecrows that protect the free range loaves.
The ‘Free Range Bread’ story has proven to be a strong differentiator in the past, something that’s critical for a challenger brand in a highly competitive category.
Raised with the utmost care and all the goodness you could ask for, Abbott’s Village Bakery free range loaves are free from any artificial colours, flavours or preservatives and always roam free – the way it should be. The volunteer scarecrows further dramatise this in the next chapter of the story, which demonstrates how much care goes into raising our bread – free range.