Backers Delight - Fakery

When Hero approached me to direct Fakery for Bakers Delight, I saw a rare chance to break new ground in retail advertising. Taking on the supermarkets head-on and exposing the truth behind “fake fresh” bread was a bold strategic move to help Bakers Delight stand out.

I worked closely with the team to shape an entire suite of work, from national TV spots to 5-second social cutdowns, ensuring the creative stayed consistent across every platform. Together, we refined the scripts and crafted two strikingly different worlds: one cold and clinical, the other warm, real, and inviting.

Beyond directing, I helped steer the creative strategy, focusing on how to connect with consumers and make Bakers Delight’s authenticity impossible to ignore.

Fakery launched as a national campaign that not only entertained but firmly positioned Bakers Delight as the genuine choice for fresh baking.