Golden Bakery shows why there is 'Never a Boring Bite' with its products

9 June 2021

Creative Agency: BMF

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The campaign, created by BMF, launches in Australia across TV, digital and social.

When it comes to Golden, there’s room for delicious toppings like butter, jam and honey. There’s room for imagination. Room for imperfection. Room to do it your way. The only thing there isn’t room for, is boring.

‘Never a Boring Bite’ is Golden’s new brand platform created by BMF and aims to bring to life the joyful, beautifully imperfect messiness of eating Golden products.

BMF creative director Doug Hamilton says: “We needed to focus all the evocative associations ‘Golden’ might unlock. It’s fun, playful, joyous, yummy, imperfect, messy, creative. The platform captures the array of ways you can transform a Golden product, a metaphorical playground for your eyes and mouth.”

George Western Foods head of marketing - bakery snacks Jodie Dabelic says: “BMF has created a Long Idea that shines a light on what Golden can add to your life. 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.”

BMF chief strategy officer Christina Aventi says: “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.”

The campaign launches in Australia across TV, digital and social.

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
Brand: Golden
Head of Marketing - Bakery Snacks: Jodie Dabelic
Senior Brand Manager: Yuliya Tarasenko

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