Iconic on the shelf. Iconic on the feed.
Content production, photography and social media for Vili’s Bakery — a 70-year South Australian institution loved by generations.
70+
Years of brand heritage
Daily
Content output
Iconic
SA family brand
A heritage brand that needed to live on the feed.
Vili’s Bakery has been an Adelaide institution for over seven decades — every South Australian has grown up with their pies, pasties and sweets. The brief was to translate that decades-long brand recognition into a modern social presence that feels just as warm, just as nostalgic, and just as craveable on a phone as it does on the shelf.
Mouth-watering content, made every week.
In-Store Content Days
Regular on-site shoot days at the Vili’s production line and storefront capturing the pies, pasties, sweets and the people who make them — all in the warm, family-brand style Vili’s is known for.
Hero Photography
Studio-quality product photography of every key range, ready to drop into social posts, in-store displays, packaging concepts and seasonal campaigns.
Always-On Social
A weekly content cadence across Instagram, Facebook and TikTok that keeps Vili’s in the feed of every South Australian — not just on the shelf in their local bakery.
How it came together.
The brief
Vili’s Bakery has been a South Australian institution for more than seven decades. The pies, pasties and sweet treats from the Vili’s production line are woven into the daily routine of generations of Adelaide families, and the brand has the kind of recognition most businesses dream about. The issue wasn’t awareness, it was translation. The Vili’s brand lived powerfully on the shelves of every local supermarket and in every Adelaide school canteen, but it wasn’t living the same way on social. The brief for Fuel My Social was to build Vili’s Bakery a modern social presence that felt just as warm, nostalgic and craveable as the in-real-life brand experience. The content had to honour seven decades of family brand history without feeling dated, and it had to translate to the phone screen in a way that stopped scrolls and reinforced the brand in the daily routine of South Australians well beyond the bakery counter.
The strategy and execution
The Vili’s Bakery engagement is a long-term content partnership. Fuel My Social runs regular on-site shoot days at the Vili’s production line and storefront, capturing the pies, pasties, sweets and (most importantly) the people behind them. Every shoot is styled to match the warm, family-brand voice Vili’s is known for, with real staff, real product, and real moments from the bakery floor. Alongside the photography, the engagement includes a weekly content cadence across Instagram, Facebook and TikTok. The content calendar is built around a mix of product hero posts, seasonal moments, behind-the-scenes content from the Vili’s production line, and the kind of storytelling posts that reinforce the multi-generation family history behind the brand. Everything is scheduled, community-managed and reported on monthly, with the strategy refined as the team learns what Adelaide audiences are responding to on each platform.
A feed that finally matches the brand.
Vili’s now has a content engine producing scroll-stopping food photography and video every single week, capturing both the iconic products and the family story behind them.
The result is a social presence that feels unmistakably Vili’s — and a brand that lives in the daily routine of South Australians, not just at the bakery counter.
Stills from the shoot.
Let's talk about your brand.
Book your free social media audit.
Tell us about your business and we'll put together a personalised audit of your social media presence — completely free. No pitch, no pressure. Just honest insight into what's working and what could be better.
- hello@fuelmysocial.com.au
- 0451 245 589
- Adelaide, South Australia