Goodman Fielder wins August Ad Impact Award, appoints Reactive as digital agency

Goodman Fielder has picked up August’s Colmar Brunton Ad Impact Award for its spot featuring a baker attempting to evade a horde of villagers desperate to get their hands on a freshly baked loaf of Freya’s new low carb bread.

The spot was developed across the ditch by Goodman Fielder’s creative agency Joy, and serves as a continuation of the ‘It’s not just bread, it’s Freya’s’ campaign, which previously featured an ad detailing the provenance of a sandwich (Freya’s bread is sold under the moniker Helga’s in Australia).

In a release, Colmar Brunton’s spokesperson said that the quirky ad “outshone all other contenders in August” and entertained the judging panel despite the fact that most viewers had already seen it.

“On top of this, the ad did a great job in communicating the new product to consumers,” said the release. “It delivered a relevant and easy-to-understand message that encouraged them to go out and buy this new low carb bread.”  

The ad’s strong performance in terms of branding, persuasion and impact meant that it scored impressively in each of the categories, placing it above Wild Bean Café’s quirky ‘Morning’ spot and Hallenstein Brothers’ beautifully shot spot for its High Performance suits. 

In related news, Goodman Fielder has appointed Reactive as its lead digital agency in New Zealand and Australia, after a competitive pitch that was conducted by pitch consultants Trinity PR.

This means that the agency’s offices in Auckland and Sydney will be responsible for the digital strategy underpinning the Edmonds, Vogel’s, Meadow Fresh, Meadow Lea, Praise, White Wings and Helga’s brands across the Australian, Kiwi and Asian markets.

Winning the account will also make Reactive responsible for Goodman Fielder’s range of websites, which includes various publications in the bread, milk, margarine, flour, dressings, mayonnaise, frozen pastry, cake mix, desserts, sauces, vinegar and cooking oil categories.

“Our products cover every meal occasion,” said John Chatterton, marketing director at Goodman Fielder, in a release. “We’re incredibly proud of our range of offerings and we knew we wanted a digital strategy and technology platform which would allow us to continue to grow and always offer the best for our customers. Reactive can definitely provide that.”

According to a Reactive release, the agency will be required to shift the content on Goodman Fielder’s websites from a content management approach to one that allows for greater engagement.  

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