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