Staff Reporters
Feb 26, 2013

George Weston Foods promotes 'Free range bread' in Australia

SYDNEY - Loaves of bread enjoy a happy, wholesome existence on a free range farm in a new integrated campaign for George Weston Foods' Abbott’s Village Bakery brand.

Developed by BMF, the 45-second TVC explores the 'Free Range Bread Farm', where each loaf is raised with love and wholesome goodness, and always allowed to roam free. It aims to show that Abbott’s Village Bakery is free from artificial colours, flavours, or e-numbers. 

“Abbott’s Village Bakery bread is raised with love and care, using only carefully selected ingredients and no hidden additives,” said Justin Ruben, creative director of BMF. “Knowing this, we concluded that it was essentially free-range. And the campaign was born.”

The campaign will officially launch on 3 March with the 45-second TVC plus a 30-second version, press, social media and OOH advertising.


Creative agency
Client George Weston Foods
Managing partner Stephen McArdle
Creative founder Warren Brown
Creative director Justin Ruben
Art director Alex Booker
Copywriter Philip Sicklinger
Planning Thomasine Burnap
Client director Lisa Ramsey
Business lead Kura Tyerman
Account director Jason Carnew
Account manager Nora Zenasni
Director Christopher Riggert
Agency producer Whitney Hawthorn
Production company Finch
Executive producer Rob Galluzzo
Producer Michael Hilliard
Editor Jack Hutchings @ The Butchery
Photographer Ross Brown
Art buyer Sarah Thompson
Retoucher Andy Salisbury
VFX supervisor Colin Renshaw
VPX producer Marnie Ellis
VFX company ALTVFX
DoP Sebastian Pfaffenbichler
Music composition Michael Yezersky @ Nylon
Graphic designers Indah Shillingford, Phil Banks, Matt Hughes
Digital architect Tim Hill
Brand & content manager Danielle Long
Project manager Jane Gower
Production manager Karen Liddle
Media agency Carat

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