George Weston Foods appoints BMF to lead creative for bakery breakfast brand Golden

George Weston Foods (GWF) has appointed BMF as its lead creative agency for its bakery breakfast brand Golden, following a competitive pitch.

Best known for its gloriously spongy, holey crumpets, Golden is an iconic brand that’s been in Aussie households since the 1950s.

With 33% market share, it’s the leading brand in Bakery Breakfast, as well as a true market leader in Crumpets, with 9/10 crumpets sold being Golden. Despite this success Golden Crumpets has further potential for growth – particularly outside of the colder months.

Says Stephen McArdle, managing director, BMF: “George Weston Foods is a FMCG business that still believes in the power of their brands and the difference brilliant creative ideas can make and are prepared to invest in those beliefs. We look forward to rising to the challenge and breathing new life into the icon that is Mr Golden and his rather scrumptious crumpets.”

Says Graeme Culter, marketing and innovations director, GWF: “We recognise the huge opportunity to grow the Bakery Breakfast category and we plan to kick off a new multi channel campaign later in the year that will leverage Aussie’s love for Golden to bring more joy into people’s lives.”

Says Cam Blackley, executive creative director, BMF: “It’s a great populist brand and a uniquely odd product that has fun at its heart, and that’s right in our wheel house.”