George Weston Foods unleashes the Golden Crumpet in newly launched campaign via BMF


Golden Crumpets_1.jpgGeorge 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