Helga’s and Richards Rose begin brand repositioning with new campaign
Goodman Fielder brand Helga’s has launched a continuation of its “It’s not just bread, it’s Helga’s” campaign, with a new instalment featuring a proud father preparing for his daughter’s wedding day.
The work, by Richards Rose, is part of a repositioning of the brand as it breaks from the traditional advertising conventions of FMCG brands.
Opening with the father on a run, the ad then flashes through a series of scenes where a range of Helga’s products are seen as a part of his bid to get fit ahead of the wedding.
