Green’s Baking Gives Aussie Bakers a Peek into the Effort That Goes into Perfecting Every Recipe

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

Hardhat has 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 on 7th February.

Glenn Dalton, executive creative director at Hardhat, said: “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.” 

“We felt that Hardhat were aligned in our mission to juggernaut Green’s presence as a great Aussie brand." commented Peta Allsopp, head of marketing and innovation. "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.