Golden Bakery 'makes every bite golden' in new campaign via BMF

Golden Bakery has launched a new brand platform, ‘Make every bite Golden’, aimed at inspiring Australians to reimagine the classic crumpet and be swept up in all its delicious possibilities.

The campaign, developed with BMF, puts a twist on choosing what to put on your crumpet, turning the moment of kitchen counter decision making into a full-scale crumpet symphony.

"Golden crumpets have always been a staple in Aussie households, but this new platform opens the door for a new generation to enjoy crumpets, in their own way, on their own terms," Brett Grebert, Marketing and Innovations Director, George Weston Foods, said.

"Golden crumpets have always had a place at the table, and now we’re giving people more reasons to bring them back, play with them, and make them their own. It’s about turning a familiar favourite into something fun, expressive, and totally Golden," he added.

David Roberts, Group Creative Director, added: "Stare into a steamy Golden crumpet long enough and you begin to wonder – are these holes or an ensemble of little mouths?

"Each one trained in musical theatre, longing for the delicious topping of their dreams," he added.

The Golden Bakery campaign runs across TV, YouTube, social, in-store, shopper media and out-of-home.

This new campaign comes after BMF and ALDI Australia launched a new ‘Quality is Easy to Find’ aimed at Australian shoppers in search of high quality products at every day low prices with long-time agency partner BMF.

CREDITS Client: George Weston Foods Creative Agency: BMF Content Production: Bantam Productions Production Company: Good Oil Director: Adam Gunser Post Production: The Editors Sound Production: Rumble Studios Music: Elliott Wheeler, Turning Studios

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.