Goodman Fielder appoints Initiative as media agency partner following a competitive pitch

Goodman Fielder has announced its selection of Initiative to handle the Goodman Fielder media portfolio for its Australian business following a competitive review.

Goodman Fielder is a leading regional food company with a portfolio of iconic Australian brands such as Helga’s, MeadowLea, Wonder White, Praise and White Wings.

Says Christine Fung, head of marketing, retail, at Goodman Fielder: “Initiative’s positioning around the cultural relevance of brands really resonated and impressed us in the review process. It aligns completely with our ambitions to better connect our brands and products with Australians, particularly as we head into our next phase of growth with significantly increased investment across our brand portfolio. Initiative demonstrated to us creative thinking that goes well beyond media, and we’re excited to start our journey with them knowing their excellent reputation with both clients and agency partners alike.”

Says Melissa Fein, CEO of Initiative: “The team and I are excited about the future with Goodman Fielder. We are two businesses that share a single-minded vision to grow their brands, and we can’t wait to get started.”