Originally published: Mi3, 24 March 2025
Bakers Delight has launched a new Easter campaign, titled ‘Fads to Hide the Fakeness’, in collaboration with independent agency HERO. The campaign takes aim at the growing trend of ‘fad’ hot cross bun flavours, advocating instead for the authenticity of freshness and real ingredients.
The bakery chain is promoting its four traditional hot cross bun flavours: Traditional, Choc Chip, Apple & Cinnamon, and Raspberry & White Chocolate. The campaign is being deployed nationwide across various media channels, including TV, BVOD, social media, radio, out-of-home, and digital platforms.
Bakers Delight is set to produce over 18 million hot cross buns across Australia from January to Easter Sunday. The company emphasizes that all buns are baked fresh daily, using real ingredients. “Every year, supermarkets push the boundaries of what a hot cross bun can be, but at Bakers Delight, we believe some things are best left untouched,” said Director of Marketing at Bakers Delight, Jodi Murray-Freedman.
The campaign is bolstered by a survey commissioned by Bakers Delight via Pureprofile, which found that 71.3% of Australians prefer Traditional Hot Cross Buns over novelty flavours.
