Food giant Goodman Fielder appoints Reactive

30 September 2014

Goodman Fielder, the food giant which produces, distributes and sells brands such as Helgas, Praise, MeadowLea, Wonder White, Pampas and White Wing, has appointed Reactive as its lead digital agency.

Reactive won the competitive pitch, which was handled by Trinity P3. The agency already works with a number of food clients including Coles and Tesco Supermarkets in the UK. The account will be managed out of Reactive’s offices in Sydney and Auckland.

Reactive will work with Goodman Fielder in Australia, New Zealand and Asia to manage its websites across the food brands, converting what they say is currently a content management approach to a customer engagement approach. “Our products cover every meal occasion,” said John Chatterton, marketing director at Goodman Fielder. “We’re incredibly proud of our range of offerings and we knew we wanted a digital strategy and technology platform which would allow us to continue to grow and always offer the best for our customers. Reactive can definitely provide that.”


Tim O’Neill, Reactive co-founder and joint managing director adds, “Being independent, we are prepared to collaborate genuinely with both Goodman Fielder and its other creative agencies, making sure everyone involved gets the right strategies and solutions. With teams in Sydney, Melbourne and Auckland, we can help them in markets where they need us.”

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