The Brief

Bakers Delight needed a content partner who could pivot from selling a bun on socials to selling a business, while still looking and sounding like Bakers Delight

Consumer content had to make fresh baked product feel immediate and craveable in-feed. Recruitment content had to be honest and specific for people weighing up a major business decision. Internal films had to show franchisees what their marketing was doing, and keep the energy up while it did.

The Solution

WKV built our creative approach around each communications problem, so each brief essentially got its own production model.

For product and social campaigns, the focus was on what makes bakery content work hardest visually: freshness, texture, process, movement and appetite appeal. Social-native devices such as POV, ASMR and playful taste formats gave the content a reason to exist in-feed beyond simply showing product.

For franchisee recruitment, the strategy moved in the opposite direction. Prospective owners wanted content that felt less polished, less scripted and more honest about the realities of ownership, so the work centred on real franchisees and candid direct-to-camera storytelling.

For internal storytelling, scale and clarity became the priority. The goal was to turn years of marketing activity into one connected story that showed how every channel works together.

Together, the work shows what a content partnership can look like when the format follows the job.

Taste Social

Taste Social turned everyday bakery products and processes into content people would stop for. Each execution used a different social format. A Blind Taste Test added personality and participation. Sourdough Process made the craft part of the appeal. Yummy Buns gave one of the brand’s most iconic products a social-first treatment. POV You’re a Bread Roll was the most playful, following a roll from the oven to the checkout to a ham, cheese and tomato lunch in a family kitchen.

The variety gave Bakers Delight several ways into the brand, and every piece came back to the same truth: nothing beats fresh baked food, and it’s even better when it’s shared.

Franchisee Recruitment

Research showed that prospective franchisees wanted testimonial content that was less polished, less scripted, more diverse and honest about the challenges as well as the upside. So the content centred on real franchisees, with direct-to-camera introductions, conversational interviews and real business and lifestyle moments.

Different stories spoke to different audience types: investor opportunists, savvy business owners and people looking for a lifestyle change. Each group had its own questions about growth, involvement, support, profitability and day-to-day operations. Building those differences into the content gave Bakers Delight a more credible way to talk to people at very different stages.

Easter Campaign

Hot cross buns are everywhere at Easter, especially in supermarkets, so announcing that the range was back wasn’t enough.

As Fresh As It Gets made the product difference the story. Bakers Delight buns are baked fresh in the bakery with premium ingredients, which gave people a reason to choose them over a supermarket bun.

Sensory Overload came at the same range from the other direction, with tight close-ups of texture, an ASMR-inspired treatment and a saucier soundtrack. It was pure appetite appeal.

One idea gave people the reason. The other gave them the craving.

Yearly Social Video Suite

The FY2026 suite of social videos carried the sensory approach across an ongoing batch

The look was warm, inviting and handmade, with freshness, softness and crunch up front. We steered away from the colder, more clinical food imagery that had worked less well in the past and used a wholesome, human visual language, with sensory-driven ASMR, POV formats.

The goal was a broader bank of short-form work to keep Bakers Delight fresh in-feed, landing the product itself as the reason to watch.

Real Love Conference

For the 2026 All In conference, the brief shifted from product to the story of marketing itself. Bakers Delight wanted a high-energy hype reel showing franchisees how paid media, social, loyalty, web, local marketing and in-store activity work together, and how that ecosystem has grown over four years.

The challenge was making a lot of activity and data feel like one journey. The film follows the customer from awareness through search, social, store visit, loyalty, email and repeat purchase. Bakers Delight framed the message around marketing as a driver of deeper brand love and stronger commercial impact: the whole system working together drives traffic, frequency, loyalty and growth.

Fast pacing, animation, campaign footage and data-led storytelling gave the franchise network a clear view of what marketing does for them.