It takes time to get things right, and the latest campaign for MacKenzie Bread shows that good things are worth waiting for.
The new TVCs are the first campaign for Goodman Fielder by independent agency The Enthusiasts since it secured Goodman Fielder’s baking portfolio in September last year. The company’s dairy and grocery sections went to Y&R.
New Zealand-born artist Dion Horstmans stars as Mr Proper in the campaign. The 11 videos in the series will roll out over digital channels with a 45-second spot screening On-Demand this month.
In ‘The Perfect Body’, Mr Proper looks at a piece of exercise equipment that promises the perfect body in just one day – but MacKenzie Bread knows ‘it takes a day and a night to make just one perfect loaf’. In ‘The Wait’, Mr Proper sits in an armchair to wait the 14 hours it takes a MacKenzie Settler’s craft loaf to ferment before it can be baked. In ‘Twelve Steps from Easy’, Mr Proper holds a premixed martini despite the voiceover saying there are 12 official steps to making a martini, so Mr Proper tips the premix out because it’s just too easy. The tagline for all is ‘Nothing good comes easy’.
The message of patience for good things reminds us of Mainland’s campaign earlier this year which gave cheese enthusiasts the chance to win a voucher, once a 2000-piece Mainland cheese puzzle was completed.
The Enthusiasts strategic partner Martin Yeoman says the new campaign brings to life the brand’s commitment to do things the proper way.
“MacKenzie is a ‘bread made well’, it’s baked with loads of care and craft – qualities people are yearning for in food today.”
Goodman Fielder’s head of category marketing (bread), Simon Cheape, says that this work marks the largest brand campaign and investment since the bread was launched almost 11 years ago (in a brown bag).
“Our aim in 2018 is to tell more people that we exist while communicating the craftsmanship and generosity of ingredients that goes into baking every loaf, in a unique way.”
The Enthusiasts creative partner Jamie Hitchcock says creating this campaign was about finding a fresh way to bring Goodman Fielder’s vision to life without harking back to a faux heritage and rural feel.
“We created a character called Mr Proper who lives and breathes the MacKenzie way of life – no shortcuts, no compromises. He makes stuff with his hands, his knives are always sharp, dogs listen to him, and above all, values bread that is made well.”
Oliver Green at Curious Film directed the work.
Client: Goodman Fielder
Creative: The Enthusiasts
Production company: Curious Film
Director: Oliver Green
Editor: Alex O’Shaugnessy
Post production: Creature
Audio: Liquid Studios