'Keep It Real' aims to set Bakers Delight apart from it's supermarket competitors. For this campaign, we were challenged with showcasing Bakers Delight's commitment to keeping it real, while marking an evolution for the three year old creative platform.

Following up from the previous campaign where we exposed supermarkets for defrosting frozen loaves rather than making them fresh, we decided to make another provocative statement. We compared the laundry list of ingredients baked into supermarket loaves with the simple, real ingredients of freshly baked Bakers Delight loaves.