AJF Partnership Sydney wins Goodman Fielder Baking creative after pitch

HelgasGoodman Fielder Baking has appointed AJF Partnership Sydney following a competitive pitch process, Mumbrella can reveal.

The agency will be responsible for a range of brands including Helga’s, Wonder White, Lawson’s and La Famiglia. The agency has already begun work on the account and are behind the “Bread’s back baby!” tagline for Helga’s which will feature in a new campaign for the brand set to launch this week.

Catherine Tan, Goodman Fielder Baking marketing director, said: “During the process we got to know a good mix of the team members at AJF, and it was clear that beyond just their ‘new world’ skill, there was a natural chemistry with our team.”

Joy handled the Goodman Fielder Baking account previously, while Havas Worldwide handles the grocery account. It is unclear if either agency participated in the pitch process.

AJF Partnership Sydney managing director Digby Richards said: “We’re delighted to be helping the Goodman Fielder team and some wonderful household brands create some new appeal to get bread and all its goodness back on the table.”

For AJF Partnership the appointment follows on from the Melbourne office winning the Coles Liquor account last week.

AJF clients include Officeworks, GM Holden, Target, Lion, iSelect, IG, King Furniture, Beiersdorf, Valspar, Lindt, Campari, RAMS and Stan.

At the end of last year Goodman Fielder Baking awarded its media account to Slingshot.

Miranda Ward


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