Helga's 

“Every Slice Layered with Love” 

Insight:

Health-conscious consumers are increasingly looking for foods that are nutritious, carefully prepared, and time-saving. Bread is not only a staple food, but it is also a link between family meals and daily routines.

Supporting Evidence:

Although bread is a daily staple in Australia, just 17% of it is whole grain, indicating a great need for healthier options(GLNC, 2024).

Idea:

Helga's positions itself as a bread that uses quality ingredients and is carefully baked and prepared with love. "Every Slice Layered with Love" conveys the message of connecting between food, family, and quality in everyday life.

Execution:

3 OOH – AdShels: Placed near supermarkets and areas with high pedestrian traffic. The image features a heart shape made from Helga's bread slices combined with a healthy meal image.

1 Digital – Display ads on the websites of the retailers, such as Coles and Woolworths, about the image of bread slices stacked on top of each other to form a heart shape and different styles of eating bread. The purpose is to bring the content to home cooks and food lovers.

1 multi-video post

The content of bread slices shaped with love. short videos and posts on Instagram and Facebook introducing the delicious but different styles of enjoying bread among family members.

Strategy rationale:

Emotional connection: The specially designed and arranged bread slices in the shape of a heart and the slogan in the middle create an emotional connection between Helga and family moments and people. That makes the brand become close and warm with concern for consumers.

Focus on quality: Helga's bread slices use high-quality ingredients, are carefully prepared, and are beautifully decorated, which will strengthen the trust of health-conscious consumers.

Combine OOH, digital, and social media content to ensure a wide reach and inspire consumers to use Helga's bread.

Target Audience:

Adults aged 24–50 who value good quality, healthy food, and the warmth of shared family meals

SMP:

Helga's provides wholesome bread that is lovingly prepared for those who are health conscious.

Reference:

Grains & Legumes Nutrition Council. (2024). Bread audit report 2024. https://www.glnc.org.au/wp-content/uploads/2024/09/Bread-Audit-Report-Final-2024.pdf?