G.H Mumm Toasts ‘To Bold Beginnings’ with Elegant New Brand Platform

Inspired by the insight that Australians are just as likely to raise a glass to ambition as everyone else is to achievement, ‘To Bold Beginnings’ is a toast to those forging ahead with bold ideas and a celebration of all that's still to come.

To launch the platform, Mumm has partnered with one of the world’s most innovative young chefs, Josh Niland. Recognised for his boundary-pushing approach to seafood, commitment to sustainability and combatting issues of food waste, Josh’s avant-garde style is expressed in each of his dishes. He shares his own bold beginning story via long and short form content, revealing how he came to find success on his own terms.

“As a brand, Mumm has been driven by a passion for progress and a pioneering spirit for nearly 200 years - and that drive has gotten us to where we are today; Australia's #1 Champagne. Bold Beginnings is about celebrating that drive, and we are thrilled to be partnering with Emotive and Josh - arguably the boldest chef in Australia right now, who truly embodies the spirit of Mumm.” said Eric Thomson, global marketing director of Pernod Ricard Winemakers.

Ben Clare, group creative director of Emotive, added: “With everyone else in the category celebrating people’s accomplishments, we thought let's raise a glass to ambition - to blank pages, and bold ideas. Because there’s just as much cause for celebration in taking the first step towards something as there is in finding success. And while few people have the courage to leave school to pursue their dream of becoming a chef at 15 like Josh, we’re hoping his story is first of many under the new platform.”

The campaign will be distributed via digital, social and PR.