What’s really in supermarket bread? Seemingly innocent, these loaves can have more than 20 ingredients hidden away. But once you know what they are, more than a few will leave an unsavoury taste.

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We crafted two distinct spots; one for the new Hi-Fibre Low-GI Wholemeal loaf where we visually showed what 20 layers of unnecessary ingredients looks like, and the second for the Hi-Fibre Low-GI White loaf where we called out the nasty preservatives that can commonly be found in supermarket-aisle bread. 

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Following the spots from last year, we've continued to strengthen the divide between common supermarket bread and Bakers Delight, making consumers second guess what they're really buying when they go for the convenient option.​​