A rainbow-emitting, eagle-winged goat is out to convince shoppers they would be better off using Choice to help them with those tough purchasing decisions.

A new television campaign for Choice, created by Workshop Australia, is targeting younger Australians to boost the consumer advocacy group’s membership base.

Choice’s current membership base is 160,000.

Matt Arbon, creative lead at Workshop, said: “Our research showed that too much choice can make consumers unhappy. We wanted to show that the real benefit CHOICE provides its’ members is a greater confidence when making purchase decisions. This freedom allows them to think about the things that really matter to them. Like goats and rainbow memes, for example.”

Choice’s head of marketing Kim Anderson added: “For more than 50 years, CHOICE has positively informed the purchasing decisions of Australians, saving them time and money. We are excited about the opportunity of further engaging with a new generation of Australian consumers who are increasingly aware that unbiased advice can help them make successful choices. The Workshop team has developed a stand out campaign we believe will do exactly that.”