Ask any New Zealander about Molenberg, and they're sure to recite the jingle – and Molenberg knows to how to revitalise a good thing.
The latest campaign by The Enthusiasts brings back the jingle Kiwi athletes take to their respective sports arenas to confront their opponents. Molenberg's grains have long been associated with helping people achieve the most in sports since the jingle's original outing in the 1993 TVC.
The Enthusiasts strategic partner Martin Yeoman says it's a memorable motif for New Zealanders.
"It's a powerful and enduring idea that you never want to let go of. The trick is to make it relevant."
Part of the marketing campaign is leveraging the recently announced Molenberg sponsorship of the Black Ferns and Black Ferns Sevens women's rugby team – the first standalone corporate sponsorship of these teams.
Goodman Fielder's head of category marketing (bread), Simon Cheape says the company is proud to get behind women's rubgy.
"Molenberg is now proudly fuelling the five-time World Champion Black Ferns and the reigning Rugby World Cup Sevens champion Black Ferns Sevens team. This piece of work is about revitalising the latent equity of the brand has in sustenance, in a fresh way."
The Enthusiasts creative partner Jamie Hitchcock says the team wanted to find a role for Molenberg that was credible from an elite sports levels to a kid's lunch box.
"The thought, 'you bring the motivation, we bring the fuel' was developed for the campaign and is a truism of active Kiwis of all ages and abilities. Our role's not to be a cheerleader, we're there to fuel the team."
This concept is brought to life in the TVC, with each character's motivations being displayed on screen. Specific Black Ferns content is planned for the future.
Client: Goodman Fielder
Agency: The Enthusiasts
Production Company: Fish
Director / Producer: Greg Page / Kerin Casey Post production: Mandy VFX