Bakers Delight Breast Cancer Campaign Partnership

When it comes to making a difference, Bakers Delight and Breast Cancer Network Australia (BCNA) have risen to the occasion like a perfectly baked loaf.

Every year the Bakers Delight Pink Bun campaign sees over 500 bakeries around Australia turn pink for three weeks, with 100% of Fun Bun sales donated to help support Australians affected by breast cancer. 

How the Bakers Delight & BCNA partnership started

The partnership between Bakers Delight and BCNA started in 2000, sparked by an inspiring encounter between Roger and Lesley Gillespie (founders of Bakers Delight) and Lyn Swinburne (founder of BCNA). 

After they saw Lyn speak at an event, the Gillespie’s were moved by her vision that no one would feel alone in their breast cancer journey, and asked what they could do to help. Lyn said she simply needed a desk, but the Gillespie’s wanted to do more and offered not just a desk but also office space. 

This generous act marked the beginning of a strong partnership that was officially formalised in 2000. From there the partnership flourished, leading to initiatives like the annual Pink Bun Campaign (first launched in 2004). This campaign, featuring the iconic Bakers Delight Pink Buns, aims to raise awareness and funds for the advocacy and support services provided by BCNA for all Australians affected by breast cancer. 

It's a partnership that goes beyond baking—it's about making a real difference in the lives of the 20,000+ people diagnosed with breast cancer every year. 

How Bakers Delight supports BCNA 

Every May a flush of colour spreads across Australia with all Bakers Delight bakeries (and Fun Buns) decorated in pink to signify their support for BCNA. The Pink Bun campaign is a sweet way to make a meaningful contribution, with 100% of all Bakers Delight Fun Bun and beanie sales donated to the cause. Throughout the year, $1 from each tote bag sold is also donated, ensuring ongoing support. 
But it’s not just about fundraising; it's also about spreading the word and getting people excited. Here are some other ways Bakers Delight supports BCNA:

• Creation of internal ‘rev up’ videos to build anticipation and drive support from bakeries.
• Donates products for community fundraising and major events
• Participates in promotional activities to create buzz around the campaign
• Bakers Delight staff also lace up their sneakers for BCNA events like Carman’s Fun Run, showing their support with every stride 
  
  Bakers Delight’s favourite part of the campaign is the way they celebrate the Pink Bun ambassadors. Every year Bakers Delight is able to give these brave individuals, who have faced breast cancer with courage, an unforgettable experience. They’re featured in a special campaign and are the focus of a photo and video shoot. Through this campaign, their stories are heard by millions of people around the country. Giving the opportunity to create a treasured memory, being part of the Pink Bun photoshoot is a day where they can be vulnerable, emotional, happy, celebrated, and safe.

Pink Bun Campaign milestones

Together Bakers Delight and BCNA have celebrated some incredible milestones in the more than two decades of their partnership. Here are some of the highlights:  

• First Pink Bun Campaign in 2004
• First $1 million in one campaign in 2009
• First $2 million in one campaign in 2023
• Pink Bun 2019 and 2023 have both been QSR award winning campaigns
• $25 million in total donated to BCNA between the start of the partnership and 2023
• Major Event Partner for Field of Women to celebrate BCNA 25th anniversary in 2023
• 20 years of Pink Bun campaigns in 2024

How the money raised in each Bakers Delight Pink Bun campaign is used by BCNA

The funds raised from the Pink Bun campaign enable BCNA to provide support to those affected by breast cancer.  Bakers Delight donations help BCNA to provide free, updated and reliable information through its Helpline, website, blogs, podcasts, information forums and My Journey. This means that people can trust they’re getting the latest and most relevant advice to help them through their treatment and recovery. 

The donations allow BCNA to run community events and information forums, as well as organise major fundraising events such as the Field of Women where the MCG is flooded by a sea of supporters in pink (and some blue) ponchos to honour the women and men affected by breast cancer. 

The money from Pink Buns at Bakers Delight also goes towards providing an online network for Australians affected by breast cancer to connect with one another and recognise that they are not alone in their experience. 

With funds raised from Bakers Delight, BCNA is able to advocate and be the voice for Australians affected by breast cancer through lobbying the government to make life altering medications easily accessible, raising awareness and education about the implications of breast cancer on a person's everyday life. 

What supporting BCNA means to Bakers Delight

For Bakers Delight, supporting their local communities is at the centre of who they are as a business and brand.
Bakers Delight is a family business with more than 500 bakeries located throughout the country. Each bakery is owned and operated by local families that are truly a part of their local community. With more than 20,000 Australians diagnosed with breast cancer each year, everyone knows someone who has been affected. When Bakers Delight bakeries turn pink each May it sends a powerful message of solidarity and support to their customers and those in the BCNA network, that they are here for them and ready to help support and create change for them.

After more than 20 years and with over $25 million raised in donations to BCNA, Bakers Delight takes immense pride in being the founding partner of BCNA. The ongoing partnership shows their commitment to making a difference in the lives of those affected by breast cancer, demonstrating that for Bakers Delight, supporting BCNA is more than a campaign—it's a heartfelt commitment to their community.

What Bakers Delight’s support means to BCNA

To BCNA, Bakers Delight is more than just a partner; they're "breast friends" who have stood by us since 2000. Over our 24-year partnership, we’ve shared many moments of laughter, tears, and even moved in together—twice!

Bakers Delight's unwavering support is the backbone of BCNA's ability to be there for the 57 Australians diagnosed with breast cancer every day. They are the reason that BCNA can provide free information and support, create opportunities for connection, and be a voice for all Australians affected by breast cancer. The partnership means more than just fundraising; it's a deep-rooted and cherished friendship that embodies support, empathy, and a shared commitment to making a difference. 

Kirsten Pilatti, BCNA CEO, said Bakers Delight’s support has been vital for BCNA. “The generosity of the whole Bakers Delight team, year-after-year, is overwhelming,” she said. “Without the support of the franchisees across Australia and their communities, BCNA would not be here to provide the information and support Australians need as they navigate their breast cancer journey.” 

Bakers Delight Pink Bun campaign highlights

Over the years the Bakers Delight Pink Bun campaign has seen some remarkable moments that have not only raised funds but also sparked a flurry of conversations about breast cancer. Here are some of the campaign highlights.

In 2019, the campaign's message was that breast cancer does not discriminate – it comes in all shapes and sizes. It was Bakers Delight and BCNA’s 15th annual Pink Bun campaign that would become well known in every household in the country. Pink Bun ambassadors bravely went topless while holding pink buns, showcasing strength and positivity, and igniting nationwide conversation when Facebook blocked the images due to nudity. The ban was publicised on every news outlet in the country, generated over $1 million worth of free PR, making the campaign even more impactful, and leading to a surge in donations that raised over $1.3 million.

Another major highlight was in 2023 when the campaign broke records, raising $2.06 million – the most ever raised in a three-week campaign. These milestones not only demonstrate the generosity and support of the Australian community but also the dedication of Bakers Delight and BCNA to making a real difference in the fight against breast cancer.

Want to get involved? To show your support, pick up a freshly baked 6 Pack of Fun Buns at your local Bakers Delight today.