Freya’s breaks the monotony in new ‘Variety is Good’ campaign via DDB Group Aotearoa


To break the monotony of Kiwi households stuck in the rut of plain white bread Freya’s and DDB Group Aotearoa have launched a new campaign ‘Variety is Good’.


In the hero TVC, the viewer steps into the sad, bleak world of Janice and Steve, who – like so many Kiwis – are stuck in a loveless, bread-groundhog-day. Things come to a head when Steve bravely confronts his wife, alerting her to the fact all is not well in the relationship, and that maybe some Roggenbrot Dark Rye may just be the answer.

Jesper Poulsen, head of marketing, baking and meals portfolio at Goodman Fielder, says Freya’s breads are more than just food; they’re a gateway to new experiences – with a selection of 11 distinct bread varieties to choose from: “While Freya’s offer a variety of options, the problem is that many New Zealanders remain loyal to traditional white bread, missing out on the opportunity to explore new flavours.

“Recognising the parallel between our bread choices and the routines of our everyday lives, we take Freya’s European inspiration and inject a little excitement into the mundane.”

Freddie Coltart, creative director at DDB Group Aotearoa adds that the aim of the campaign is all about embracing adventure in all aspects of life: “Start small by changing from your usual boring bread to Soya Linseed, then maybe Tuscan Mixed Grain, and in a couple of months you won’t even recognise yourself! In terms of bread preferences…”

‘Variety is Good’ is appearing across TV, online, OOH and supermarkets across the country.

Head of Portfolio Marketing: Francis Coulter
Head of Marketing, Baking and Meals portfolio: Jesper Poulsen
Marketing Manager, Baking: Richard Howells

Agency credits: DDB Group Aotearoa

Production Company: Sweetshop
Director: Max Barden
Executive Producer: Ben Dailey
Producer: Tony Whyman
DOP: Crighton Bone
Sound Design: Stefaan van Leuven
Editor: Tim Mauger
Online: Stu Bedford
Colourist: Alana Cotton
Stills Photographer: Mat Baker