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
7 Comments
Centennial Park Pine Forest. Right next to the car park of the cafe too. Easy bump in, coffee on demand, central location. Producers dream!
Just stunning.
Is that Kare?
this is just shite.
Great line! Love a good crumpet, me.
Love it !
‘It’s fun, playful, joyous, yummy, imperfect, messy, creative.’
Well, you’re right on the first six.