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Melbourne, Australia

Aussie DIY TV star Tara Dennis joins Brumby’s team

Australian Franchise News – 30-10-09


Better Homes and Garden’s Tara Dennis has become the new face of Brumby’s in Australia’s favourite bakery’s largest advertising campaign in the company’s 34 year history.
A mother of two, Tara is used in the integrated marketing campaign, which features her talking directly to consumers about Brumby’s products and deals.
The new 12 month advertising campaign, which sees Brumby’s team up exclusively with SMG Red (Channel 7, Yahoo and Pacific Magazines), features a strong magazine and television component, along with in store point-of-sale material and online promotions.
The campaign was created by advertising agency BCM, with support from SMG production facilities and public relations firm BBS.
Brumby’s Marketing Manager Michelle McBride said Tara was the perfect fit for Brumby’s wholesome brand.
“Handy, wholesome, fresh and family-orientated, Tara is a perfect fit for the Brumby’s brand. An expert DIY TV personality, she is also handy, clever and resourceful, which is a great match for Brumby’s value proposition of providing quality products at a good price,” she said.
“A mother of two, I am sure Tara’s warmth will connect with our mum and dad customers. At the same time, her youth, good looks and renovation expertise will certainly attract the attention of our male customers.”
“Brumby’s new campaign will feature Tara delivering more fresh ideas for mums all year round. Under the theme “You’ll get more at Brumby’s”, Tara will show consumers why Brumby’s has more great breads, more tasty treats, more offers and deals, more rewards and more service with a smile.”
Ms McBride said Brumby’s partnership with SMG Red would be an integral part of the campaign’s success.
“Working exclusively with Channel 7, Yahoo and Pacific Magazines provides us with a one-stop-shop to reach our family market through a variety of quality print, broadcast and digital media,” she said.
The television component of the campaign includes four minute advertorials on Channel 7’s The Morning Show and commercials throughout the year using Tara to promote Brumby’s.
A new Brumby’s micro site off of ( will feature promotional offers, recipes, television ads and cooking tips. An e-marketing campaign will deliver promotional offers to online consumers.
Brumby’s operates more than 300 stores across Australia, employing over 3,300 staff and serving more than 700,000 Australians a week. Brumby’s is owned and managed by ASX Listed Retail Food Group (RFG), a leading Australian retail food brand manager and franchisor.

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