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Brand Strategy | Creative Platform | TV | Outdoor | Radio | POS


Despite Helga’s being the market leader, it was coming under competitor pressure, particularly from private label and in-store baking. To overcome this, we built on the well-known positioning ‘It’s not just bread, it’s Helga’s’ and moved away from promoting a rational product and begun a more emotional relationship with Australia – showing that Helga’s not only cares about bread, it cares about people.

System 1 Group’s quantitative research tested the work in market and ranked it in the top 9% of all ads globally – in fact it was ranked Australia’s 2nd most emotional ad. Most importantly it has helped Helga’s remain number 1.