Why Are Abbott's Village Bakery and BMF Recruiting Volunteer Scarecrows?

George Weston Foods Limited is continuing the 'Free Range Bread' campaign for the Abbott's Village Bakery brand, with the launch of a series of online films, created by BMF, documenting the volunteer scarecrows that protect the free range loaves.  

The 'Free Range Bread' story has proven to be a strong differentiator in the past, something that's critical for a challenger brand in a highly competitive category.

Raised with the utmost care and all the goodness you could ask for, Abbott's Village Bakery free range loaves are free from any artificial colours, flavours or preservatives and always roam free - the way it should be. The volunteer scarecrows further dramatise this in the next chapter of the story, which demonstrates how much care goes into raising our bread - free range. 

Says Cam Blackley, executive creative director, BMF: "Following up from the 'Free Range Bread' work, we wanted to show that it takes a village to raise a loaf. The online environment is a great opportunity to delve into the gentle characters that take bread breeding so seriously."

Says Graeme Cutler, marketing and innovation director, Tip Top: "We wanted to extend our distinctive Free Range World in order to strengthen the connection with our audience, and highlight the care and dedication that goes into each and every loaf. The Volunteer Scarecrows concept created by BMF, was the perfect way to continue the storytelling behind this master brand campaign."

The campaign launched across various paid digital media publishers and the Abbott's Village Bakery Facebook page, with a long form online film, two 30" and two 15" executions.

The digital and social strategy gives us greater ability to reach more consumers in a targeted and responsive way. Based on the chosen media - spanning paid and owned - BMF will retarget, test and optimise the most effective use of assets and the sequence of content and messaging across the audiences.