George Weston Foods (GWF) has appointed BMF as
its lead creative agency for its bakery breakfast brand Golden,
following a competitive pitch.
Best known for its gloriously
spongy, holey crumpets, Golden is an iconic brand that's been in Aussie
households since the 1950s.
With 33% market share, it's the
leading brand in Bakery Breakfast, as well as a true market leader in
Crumpets, with 9/10 crumpets sold being Golden. Despite this success
Golden Crumpets has further potential for growth - particularly outside
of the colder months.
Says Stephen McArdle, managing director, BMF: "George Weston Foods is a
FMCG business that still believes in the power of their brands and the
difference brilliant creative ideas can make and are prepared to invest
in those beliefs. We look forward to rising to the challenge and
breathing new life into the icon that is Mr Golden and his rather
Says Graeme Culter, marketing and
innovations director, GWF: "We recognise the huge opportunity to grow
the Bakery Breakfast category and we plan to kick off a new multi
channel campaign later in the year that will leverage Aussie's love for
Golden to bring more joy into people's lives."
Says Cam Blackley,
executive creative director, BMF: "It's a great populist brand and a
uniquely odd product that has fun at its heart, and that's right in our