George Weston Foods (GWF) has kicked off a new campaign 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.
Golden’s marketing and innovation director, Graeme Cutler, said: “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. ”
Cam Blackley, executive creative director at BMF, said: “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.
Creative agency: BMF
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
Agency producer – Tamara Kennon
Production company: Revolver/ Will O’Rourke
Producer: Shannon Alexander and Alena McDougal
Music and sound production: Rumble Studios
Media agency: Carat
Social agency: Spectrum
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