BMF Shares New Brand Platform For Golden, ‘Never A Boring Bite’

BMF Shares New Brand Platform For Golden, ‘Never A Boring Bite’
B&T Magazine
Edited by B&T Magazine

‘Never a Boring Bite’ is Golden’s new brand platform created by BMF and aims to bring to life the joyful, beautifully imperfect messiness of eating Golden products.

When it comes to Golden, there’s room for delicious toppings like butter, jam and honey. There’s room for imagination. Room for imperfection. Room to do it your way. The only thing there isn’t room for, is boring.

Doug Hamilton, creative director at BMF said, “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.”

Jodie Dabelic, head of marketing – bakery snacks at George Western Foods said “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.”

Christina Aventi, chief strategy officer at BMF said: “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


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