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Golden Circle focuses on families in new campaign introducing new product range

Golden Circle is introducing its newest product range ’50 per cent less sugar’ in a campaign that tracks a consumer through her life, from early childhood in the 70s through to motherhood in the present day.

The campaign, created by independent creative agency Mr Mumbles and strategic consultancy Mext, is based on the creative insight that that many mothers, who are now buying juice drinks for their family, grew up with the brand Golden Circle.

Laurie Ingram, creative partner of Mr Mumbles, said: “‘Sunshine Grown’ is all about rediscovering Golden Circle and this simple emotive spot aims to rekindle emotional cues for viewers who have grown up and evolved with the brand.”

Running nationally across TV in 30-second and 15-second spots, the campaign is supported with outdoor, point-of-sale and digital.

Jamie Chater,  marketing manager of Golden Circle, said: “We are really happy with this campaign by Mr Mumbles and Mext that delivers a real homage to the brand by reconnecting consumers to its proud Australian heritage and launching 50 per cent less sugar – our latest innovation in meeting Australian families changing needs.”

sunshine grown print

Credits:

  • Client: Golden Circle Heinz
  • Marketing Manager: Jamie Chater
  • Strategic Agency: Mext
  • Planning Director: Stefan Grafe
  • Creative Agency: Mr Mumbles
  • Creative Partners: Laurie Ingram & Andrew Town
  • Agency Producer: Amanda Collins
  • Production Company: Exit Films
  • Director: Paola Morabito
  • Producer: Peter Knowles
  • Music: Gaga
  • Photographer: Adrian Cook
  • Media Agency: OMD
  • November 2014 – Golden Circle has launched ‘Sunshine Grown’
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