BMF Unveils “Unleash The Golden Crumpet” For George Weston Foods

BMF Unveils “Unleash The Golden Crumpet” For George Weston Foods

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

Director: Psyop

Production company: Revolver/ Will O’Rourke

Post-production: Psyop

Editor: Psyop

Producer: Shannon Alexander and Alena McDougal

Music and sound production: Rumble Studios

Media agency: Carat

Social agency: Spectrum

Client: 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


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