Bakers Delight tops Excellence in Franchising media award

Bakers Delight ’s commitment to the community and leadership in the area of franchise marketing support has been recognised by the Franchising Council of Australia, picking up Media Campaign of the Year at the MYOB Excellence in Franchising Awards 2008 for its Top Sports community engagement program.

The Top Sports campaign was entered as an example of a truly integrated marketing approach designed to make an impact at a local community level for the 630 Australian franchisees of the retail franchise.

The award winning campaign highlights the position of the bakery franchise as a leader in engaging franchisees in marketing initiatives and offering ongoing support to its stakeholders.

Encompassing PR, online and print advertising and direct marketing the campaign was supported by Australian Basketball legend and father of four, Andrew Gaze, and generated over 130,000 entries Australia-wide.

The Media Campaign of the Year Award was presented for the inaugural schools campaign, which in April awarded 20 schools across Australia with cash grants of $5,000 each.

Chris Caldwell, General Manager of Marketing & Operational Support for Bakers Delight food and beverage franchise said the success of the campaign demonstrated the increasing importance of community engagement and the impact of the ‘triple bottom line’.

“Through the Top Sports program Bakers Delight was able to tap into an unmet need for financial support in local communities, and make a contribution towards keeping kids healthy and actively involved in sports – a philosophy that is at the heart of the Bakers Delight brand.

“As a franchise business it’s important that we invest in programs which make a difference to our franchisees. The Top Sports program allowed each and every franchisee to make an impact within their local community,” said Chris.