Golden urges Australians to be more adventurous with their Crumpet toppings in new TVC

Golden Crumpets has released its new ad to encourage people to ‘Unleash the Golden Crumpet’ and try toppings other than butter and jam.

Created by BMF, the new 30-second TVC shows Crumpet experimenting with the idea of being more than just a plain crumpet.

It opens with a time lapse of Crumpet’s mum bringing out the butter and jam while Crumpet looks glum.

Crumpet then looks through a Food Weekly magazine and finds a picture of an avocado and proceeds to dance around the room with avocado and tomato for hair, and bacon as pants.

The ad ends by showing the various toppings – other than the classic butter and jam – consumers can use as toppings on their Golden Crumpets.

Strawberries, banana and honey is one option, smoked salmon and cream cheese is another, ending on avocado and tomato.

Graeme Cutler, marketing and innovation director, said in a statement: “Increasing purchase frequency of Golden crumpets represents a serious growth opportunity, and will be brought to life through this not so serious, but joyous and highly engaging campaign.”

Cam Blackley, ECD at BMF: “We just hope people can accept that in 2017 a Crumpet should be free to wear what it likes.”


  • Executive Creative Director: Cam Blackley
  • Creative leads: Dantie Van der Merwe and David Fraser
  • Senior  Strategic Planner: Emily Field
  • Managing Director: Stephen McArdle
  • Group Account Director: Kura Tyerman
  • Senior Account Manager: Lauren Barnes
  • Digital Content Strategist: Jacinda Fermanis
  • Agency Producer: Tamara Kennon
  • Director: Psyop
  • Production Company: Revolver / Will O’Rourke
  • Post Production: Psyop
  • Editor: Psyop
  • Producer: Shannon Alexander and Alena McDougal
  • Music & Sound Production: Rumble Studios
  • Media Agency: Carat
  • Client Credits: Golden
  • Marketing and Innovations Director: Graeme Cutler
  • Head of Brands and Communications: Justine Cotter
  • Marketing Manager: Barry Clare
  • Marketing Manager: Jodie Dabelic
  • Brand Manager: Paolo Castello
  • Social Agency: Spectrum

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