Goodman Fielder appoints The Works to the creative account for its portfolio of brands

The Works has been appointed as creative agency of record for Goodman Fielder’s portfolio of brands, including Helga’s, Meadow Lea, Praise, White Wings and Wonder.

The Works’ appointment takes effect immediately, following a six-week pitch process. Incumbent agency, Richards Rose, did not take part in the pitch.

Goodman Fielder previously worked with Richards Rose for five years

Work that was produced by the agency during the pitch will go into pre-production straight away.

The creative appointment follows Goodman Fielder shifting its media account from Slingshot to IPG Mediabrands’ Initiative in January.

Goodman Fielder head of marketing, Christine Fung, said The Works is a great fit for its brands.

“The Works demonstrated their strengths in turning insights into strategy, driving that through to creative execution and delivering work that moves our brands forward. Most importantly, we love the amazing agency culture they’ve built and we know what a great fit they are with Goodman Fielder,” Fung said.

“I want to thank all the agencies who participated in the pitch and who embraced the challenge of pitching while working from home and via video conference. All agencies showed that this is not a barrier to great collaboration, chemistry and work. I would also like to thank our incumbent agency, Richards Rose, for their partnership over the last five years and wish them all the best for their future successes.”

The Works founder and creative partner, Damian Pincus, said that the appointment was an exciting opportunity for the team.

“We are super excited to be working across such an iconic portfolio of brands and loved the fact that the pitch was so well managed. The importance of choosing an agency not just for the thinking and creative, but as Christine said, the chemistry and cultural alignment of our two businesses,” he said.

“The opportunity to work alongside a passionate and talented marketing team and agency partners across packaging, media and shopper that are all so aligned is going to produce some break-through work and results for the business.”

In July last year, The Works appointed former Big Red CEO, Bridget Cleary as managing partner.

Recently, the agency has been behind Destination NSW’s bushfire recovery campaign, ‘Now’s the time to love NSW’, and an ash-filled Christmas snow globe in collaboration with Greenpeace.


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