CLIENT
George Weston Foods
Graeme Cutler, Marketing and Innovations Director
Justine Cotter, Head of Brands and Communications
Barry Clare, Marketing Manager
Jodie Dabelic, Marketing Manager
Paolo Castello, Brand Manager
AGENCY
Emily Field, Senior Strategic Planner / Author
Christina Aventi, Executive Planning Director / Author
Cam Blackley, Executive Creative Director
Dantie van der Merwe, Creative lead
David Fraser, Creative lead
Kura Tyerman, Group Account Director
Lauren Barnes, Senior Account Manager
Jacinda Fermanis, Digital Content Strategist
Tamara Kennon, Agency Producer
SUMMARY
It's not that people didn't love Golden® Crumpets.
It's simply that they'd pigeonholed them.
Trapping them in a season and a few toppings.
Our Golden® opportunity lay in increasing purchase frequency by getting people to set aside their traditional
crumpet-eating views and embrace our crumpet’s full potential.
So we told the story of Billy Golden®, a little crumpet who dreamed of more than just butter and honey.
And who came out against all odds wearing whatever he liked.
Like all good stories, this one had a happy ending. With purchase frequency up despite a record-hot winter,
summer and autumn.
