HERO's Bakers Delight Campaign Calls Out 'Fake' Hot Cross Bun Trends

Every Easter, a new wave of hot cross bun flavours hits shelves in a bid to grab attention from consumers. Ready to remind Aussies that it’s the freshness that counts, Bakers Delight is calling out the trend with its latest campaign, ‘Fads to Hide the Fakeness,’ via independent agency HERO.

Rather than relying on gimmicks, Bakers Delight remains committed to what truly matters: baking hot cross buns fresh every day with real ingredients, offering tried-and-true flavours that stand the test of time.

In its new Easter spot, Bakers Delight playfully challenges the rise of ‘fad-ulous’ hot cross buns, with flavours that seem better suited for a science experiment than a sweet treat.

Instead, Bakers Delight reminds Australians that if they’re going to treat themselves this Easter, they should make it a real one — choosing from its four fresh-baked classics: Traditional, Choc Chip, Apple and Cinnamon, and Raspberry and White Chocolate.

“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 Jodi Murray-Freedman, Director of Marketing at Bakers Delight.

"This is clearly a view shared by much of the general public, with a recent survey showing 71.3% prefer Traditional Hot Cross Buns compared to just 12.3% who enjoyed the novelty flavours.

“We will produce over 18 million Hot Cross Buns across the country between January and Easter Sunday, and we are proud of the fact that all of these are baked fresh daily, made with real ingredients, and packed with the flavour we know Australians love.”

Shane Geffen, executive creative director at HERO, added, “Easter has become a battle for headlines in the bakery aisle, with supermarkets pushing wild new flavours to distract from what’s really inside the packaging. The truth is, not all hot cross buns are created equal. We wanted to cut through the noise and remind people that if they’re going to indulge, they should make it worthwhile — with a real, fresh hot cross bun from Bakers Delight.”

The ‘Fads to Hide the Fakeness’ campaign has been rolled out nationwide across TV, BVOD, social, radio, OOH, and digital.