Bakers Delight spot comes out freshest of the batch in January, claims Colmar Brunton Ad Impact Award

There are few things quite as inviting as the smell of freshly baked bread as you walk past a bakery. And while scent is not yet the easiest thing to incorporate into advertising, Bakers Delight’s ‘Labour of Love’ spot (thought to have been developed by Aussie agency Grey Melbourne) gave us a visual reminder of the freshly baked goodness available in their stores. 

Showing scenes of the hard work bakers put into every loaf, the ad also serves a reminder of the artisanal quality to Bakers Delight’s product range. And this is an important point of difference for a brand competing against the major grocery store chains.       

According to Colmar Brunton, consumers found the ad to be highly memorable, with the story of ‘Labour of Love’ seen to be both relevant and emotionally moving.   

This combination of a strong emotional reaction and memorability of the ad culminates in an overall strong response, with many consumers saying they were more likely to use Bakers Delight after watching it, according to the research organisation.


Nipping at the heels of the Bakers Delight ad was Lipton’s spot by Aussie agency The Penguin Empire, which featured ‘Freddie Flintoff requesting a Lipton ice tea from a small  bar in one of Australia’s hottest towns .

Viewers said they found the ad amusing and relatable during the hot summer months.  

The third place spot was taken by Trivago , with a spot trumpeting the benefits of using its website.  

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