Goodman Fielder has announced IPG’s Initiative will handle its $12 million media portfolio for its Australian business following a competitive review.

Goodman Fielder brands includes iconic FMCG such as Helga’s, MeadowLea, Wonder White, Praise and White Wings.

“Initiative’s positioning around the cultural relevance of brands really resonated and impressed us in the review process,” said Christine Fung, head of marketing, retail, at Goodman Fielder.

“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.”