Green’s Baking launches ‘Green’s Behind the Scenes’ campaign via Hardhat

Originally shared on Campaign Brief 8.2.20

“Green’s Behind the Scenes” is the new brand campaign for Australia’s favourite baking brand, Green’s Baking, developed by Hardhat. The series of short films gives Aussie bakers a peek into the effort that goes into perfecting every recipe.

Hardhat led the creative and strategy, after winning a competitive pitch in late 2020. The campaign, which was produced in conjunction with animation specialists Flux, commenced roll out from February 7.

Says Glenn Dalton, executive creative director at Hardhat: “The brand campaign was created with the behavioural insight of ‘Effort Bias’ in mind, championing the extra attention, dedication and care that Green’s put into their yummy products. From that insight, we had some fun bringing what happens at ‘Green’s behind the scenes’ to the front of shopper’s minds.”

Says Peta Allsopp, head of marketing and innovation, Green’s Baking: “We felt that Hardhat were aligned in our mission to juggernaut Green’s presence as a great Aussie brand. We’re looking forward to entering the next phase of the brand together and championing what makes Green’s Australia’s first choice.”

Green’s Baking has been Australia’s favourite maker of cake mixes, pancakes, brownies and cookies for over forty years. Remaining 100% Australian made and owned, the business has grown to become the number one player in Australia’s baking mix category.

Hardhat was founded in 2005 by Dan Monheit and Justin Kabbani. The agency, now a team of 40, builds brands through a combination of creativity and behavioural insights. Hardhat clients include Baiada, Bupa, Kogan, Simply Energy, Victoria University and Carsales.

Get baking this year with Green’s Baking

Glenn Dalton — Executive Creative Director
Kristy Richards — Strategy Director
Char Wren — Head of Production
Chris Hince — Associate Creative Director
Andy Segal — Associate Creative Director
Haley Kriksic — Account Director
Zane Flynn — Designer

Production — Flux Animation Limited
Audio Production — Front of House Productions