Balfours launches online soap opera featuring the bakery’s ‘stars of summer’ to target teens

South Australia’s oldest bakery Balfours has launched a new web drama series featuring the brand’s ‘stars of summer’- meat pies, doughnuts, and cupcakes – in an effort to target teenagers.

The campaign tells the story of the bakery’s ‘stars of summer.’

Created by Showpony Advertising, the ‘Stars of Summer’ web series aims to replicate shows Australians like Neighbours and Home and Away and engage South Australian teenagers with the brand.

Andy Scott, creative director at Showpony, said the campaign was a “fun” and “mildly insane” way to reach out to the new generation of Australians.