George Weston Foods unleashes the Golden Crumpet in newly launched campaign via BMF
George Weston Foods (GWF) has kicked off a new campaign via BMF, for its breakfast iconic brand Golden to further leverage Aussie’s love for its gloriously spongy, holey crumpets.
In order to drive frequency of purchase for crumpets, BMF introduces a story about one Crumpet that dreamed of more. More than just butter, jam, and honey; despite its family being so set in its old ways.
Says Graeme Cutler, marketing and innovation director: “Increasing purchase frequency of Golden crumpets represents a serious growth opportunity, and will be brought to life through this not so serious, but joyous and highly engaging campaign.”
Says Cam Blackley, ECD, BMF: “We just hope people can accept that in 2017 a Crumpet should be free to wear what it likes.”
BMF worked with Revolver/Will O’Rourke and Psyop in order to create a mini animated crumpet world. Each character was modelled from a real Golden Crumpet using stop frame animation.
The multi-channel campaign includes TVC, Digital, Social and a Facebook App launching in the second campaign burst in September.
Executive Creative Director: Cam Blackley
Creative leads: Dantie Van der Merwe and David Fraser
Senior Strategic Planner: Emily Field
Managing Director: Stephen McArdle
Group Account Director: Kura Tyerman
Senior Account Manager: Lauren Barnes
Digital Content Strategist: Jacinda Fermanis
Digital Executive Producer: Laurence Pogue
Agency Producer: Esta Lau
Agency Producer: Tamara Kennon
Production Company: Revolver / Will O’Rourke
Production Company: PSYOP
Directors: Marie Hyon, Marco Spier
Art Director: Pedro Lavin,
Executive Producer: Shannon Alexander, Psyop
Executive Producers: Michael Ritchie & Pip Smart, Revolver/ Will O’Rourke
Producers: Matt Creeden, Alena McDougal
VFX Supervisor: Thomas Panayiotou
Music & Sound Production: Rumble Studios
Media Agency: Carat
Social Agency: Spectrum
Client Credits: Golden
Marketing and Innovations Director: Graeme Cutler
Head of Brands and Communications: Justine Cotter
Marketing Manager: Barry Clare
Marketing Manager: Jodie Dabelic
Brand Manager: Paolo Castello
21 Comments
Great. Love it. Genius. Bravo.
With all due respect to Psyop, but why was this made overseas and not locally?
Well done BMF. Love it.
Well, we’d all like to say this is good, but, you know what I mean?
Holey moley that dang grumpet is a hunk
Totally agree. There are at least three great character animation companies I can think of in Sydney alone. But great concept. And well done.
Oh, come on, the preceding comments must surely come from BMF insiders. This is the cheapest-looking, most amateurish production of a cheap, amateurish script.
I can actually remember when BMF were considered creative.
HaHaHa… so the product shots rammed into the last few seconds are obviously the client trying to salvage something from the steaming pile. It’s an amateur way to resolve the problem but it should never have been allowed to get that far. Why do the marketing team keep buying this crap??? Should have stayed with DDB.
Agreed, this is something that could have been done right here is Aus. So many talented artists are moving overseas, the irony is a lot of aussies probably actually worked on this.
Enough said
https://www.youtube.com/watch?v=klqLiFdoqfg
You should consider working as a parking warden. Your job satisfaction will increase.
Another ad aimed at baby boomers. No wonder millenials don’t watch TV.
@ Peter they are the only ones who can afford to eat.
First saw it on mute and liked it. Then saw it with the track and really liked it.
Shouldn’t food advertising at the very minimum look appetising? The crap animation makes the product look like disks of plastic, which may possibly represent unintentional truth in advertising. As to the other razzmatazz, it’s just childishly amateurish and embarrassing.
Song Reminds me of Lost! Good way to make me remind me of my favourite tv series!
Great ad love it.
Hi, Just wanted to say how much I love your new ad – the music especially uplifts me and the story behind it is just spot on and really fits in with this day and age, the message being “be yourself”…..I just love it – my family, friends and myself cannot belting out the words to your ad….it’s so refreshing…well done!!!!!……I love your crumpets, too (with butter and vegemite only)
I heard the music before seeing the add & instantly knew it was Mama Cass, so we got our today purchased crumpets put on the M & Papas and had coffee & crumpets and grooved as only baby boomers can.
And the sad urban legend which still abounds is that Cass Elliot (the crystal clear singer) died after eating a sandwich! Maybe she should have gone for a crumpet that day?