McGee’s Bakery

Made to make you mmmmm!

A radio campaign with a sweet tooth, made to make you go ‘mmmmm’!

The Brief

McGhees Bakery asked us to look at a general awareness audio campaign for their new range of ‘Hand Crafted’ sweet treats. They wanted to grab attention and create talkability around the products whilst retaining their well-established light hearted tone of voice.

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.


Mmmmm, these treats must be McGhees.

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 situations where the narrator grapples with their obsession for a fancy sweet treat.