The Brief.

McGhees Bakery asked us create a radio campaign that showcased their new ‘Hand Crafted’ range of sweet treats.

The Insight.

While this was a more premium product than their heritage range, the target audience was the same. The hand-crafted range provided an affordable option to upgrade at the supermarket, but it was important it still felt distinctively McGhees.

The Work.

We created a suite of 30sec spot ads for radio, each promoting a different Hand Crafted Treat. We injected a bit of McGhees’ humour into it by parodying N-Trance’s hit ‘Set You Free’ and weaving it into fanciful stations where the narrator grapples with their obsession for a fancy sweet treat. Mmmmmmm, must be McGhees.