Goodman Fielder appoints Y&R, The Enthusiasts and MBM

Following a competitive pitch that dates back to July, Goodman Fielder is understood to have appointed its new agency partners.

The Goodman Fielder portfolio is broken into three parts: dairy, baking and grocery. Previously, dairy and baking were held by Shine and grocery was held by Assignment Auckland.  

A source has revealed that the business has moved on from the incumbents, with Y&R picking up the dairy and grocery sections, and independent agency The Enthusiasts, launched earlier this year by former Assignment Group employees Martin Yeoman and Jamie Hitchcock, winning the baking portfolio.        

The teams at Y&R and The Enthusiasts were firm ‘no comments’, refusing to deny or confirm their respective account wins (Goodman Fielder head of marketing Rachel Ellerm could not be reached for comment).

Regardless, this addition to the ledger comes at a good time for Y&R, which recently also penned in New Zealand supplements business Go Healthy.

StopPress also understands that there have been changes on the media side, with the entire portfolio moving from Ikon to MBM.

StopPress approached MBM for a comment, but we are yet to receive a response from the agency.

While Goodman Fielder doesn’t rank as one of the biggest spenders in the market, the account will be a welcome addition to all the agencies involved.

Beyond the spend figures, the business also presents an interesting creative opportunity for the agencies involved in its willingness to invest in ambitious creative work.

In July, Goodman Fielder brought together a diverse group of New Zealanders under the Vogel’s banner to deliver one of the most talked about campaigns of the year.

The ad by Shine was the first time the Vogel’s had advertised on television in a decade and it was incredibly well received across social media.

StopPress will update this story should any of the involved parties agree to comment after publication.  

About Author

Comments are closed.