Golden Bakery and BMF have unveiled a new brand platform, ‘Never a Boring Ride,’ and launched a new tv campaign to hammer home the proposition.
One part Alice in Wonderland one part Charlie and the Chocolate Factory, it’s a feast for the senses bound to make the grumpiest of old men long for syrup coated desserts. If only Wonka-Vision existed, we could all truly enjoy it.
Living up to the new brand platform, the spot takes us twisting on a whirlwind ride through a kaleidoscopic smorgasbord of treats. It’s certainly not boring.
“We needed to focus all the evocative associations ‘Golden’ might unlock. It’s fun, playful, joyous, yummy, imperfect, messy, creative,” said Doug Hamilton, creative director at BMF.
“The platform captures the array of ways you can transform a Golden product, a metaphorical playground for your eyes and mouth.”
“BMF has created a Long Idea that shines a light on what Golden can add to your life,” added Jodie Dabelic, head of marketing – bakery snacks at George Western Foods.
“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.”
The campaign launches in Australia across TV, digital and social.
“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,” said Christina Aventi, chief strategy officer at BMF.
Creative 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
Client: George Weston Foods
Head of Marketing – Bakery Snacks: Jodie Dabelic
Senior Brand Manager: Yuliya Tarasenko
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