Golden launches new ‘Never a Boring Bite’ brand platform and campaign via BMF


Golden Bakery has launched its new brand platform ‘Never a Boring Bite’ via BMF. The campaign aims to bring to life the joyful, beautifully imperfect messiness of eating Golden products.


Says Doug Hamilton, creative director at BMF: “We needed to focus all the evocative associations ‘Golden’ might unlock. It’s fun, playful, joyous, yummy, imperfect, messy, creative. The platform captures the array of ways you can transform a Golden product, a metaphorical playground for your eyes and mouth.”

Says Jodie Dabelic, head of marketing – bakery snacks at George Western Foods: “BMF has created a Long Idea that shines a light on what Golden can add to your life. It wonderfully sums up the brand; the essence, the values, the personality and the full range of Golden products in a simple and memorable way.”

Says Christina Aventi, chief strategy officer at BMF: “For 50+ years Golden products have been the fun, round ones in a bakery aisle of sensible squares. Every single one of them is a little joy bomb – for your mouth, eyes, and soul. And this shows it is more than just crumpet joy.”

The campaign launches in Australia across TV, digital and social.

Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative Director: Douglas Hamilton
Associate Creative Director: Casey Schweikert
Designer: Gabriel Mangulabnan
Chief Strategy Officer: Christina Aventi
Strategic Planner: Emily Field
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Senior Account Director: Victoria Venardos
Account Executive: Shanaz Delawari
Head of TV: Jenny Lee-Archer
Agency Producer: Claire Seffrin

Production Company: Revolver
Director: Leilani Croucher
Managing Director/Co-Owner: Michael Ritchie
Executive Producer/Partner: Pip Smart
Producer: Alex Kember
DOP: Sam Chiplin
Production Designer: Marni Kornhauser
Food Stylist: Jerrie-Joy Redman-Lloyd
Post Production: Blockhead
Grade: Scott Stirling
Sound Production: Otis Studios
Editorial: Scott Stirling, The Glue Society Studios
Creative Services Director: Clare Yardley
Integrated Producer: Simone Plaza

Client: George Weston Foods
Brand: Golden
Head of Marketing – Bakery Snacks: Jodie Dabelic
Senior Brand Manager: Yuliya Tarasenko