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Golden throws a Mad Hatter-esque tea party in new campaign via BMF

George Weston’s bakery brand Golden has released a new campaign via creative agency BMF, part of Enero Group.

The campaign is based on Golden’s new brand platform: “Never A Boring Bite”.

The Alice In Wonderland-style 30 second spot sees people enjoying Golden’s baked goods while at a picnic banquet and spinning on a teapot ride, in the woods surrounded by colourful flowers.

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, added: “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.”

Golden’s range includes crumpets, pikelets, and waffles.

The campaign will be on TV, digital, and social, and launches today (8 June).

BMF’s other recent campaigns include work for Aldi, Tourism Tasmania, and Barista Bros.

Credits:

Client: George Weston Foods
Brand: Golden
Head of Marketing – Bakery Snacks: Jodie Dabelic
Senior Brand Manager: Yuliya Tarasenko

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

Media Agency: Carat Australia

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