Work Communications crack open new brand campaign for Farmer Brown

Farmer Brown eggs, a Kiwi family staple, is launching into a new era with a major rebrand and a charismatic spokesperson (or spokes-egg, to be exact).

A new, high-energy advertising campaign, created by Auckland agency, Work Communications, introduces Goldie, Farmer Brown’s lovable talking egg character. As the face of Farmer Brown, Goldie brings a new level of fun and energy to the brand’s identity.

“We are thrilled to be taking the Farmer Brown brand to the next level and a new audience with the introduction of Goldie,” says Bernadette de Bono, Group Marketing Manager of Zeagold Nutrition. “Our goal is to not only provide top-quality eggs to every New Zealand family but also, to make an emotional connection that brings a smile to every face.”

Featuring Goldie commentating a frenetic family breakfast from the kitchen bench, the new TV commercial has a fun energy that reinforces Farmer Brown’s golden yolks and commitment to quality, while adding an element of joy to every meal. 

Gaylene Anderson of Work Communications, explains that Goldie and the new brand direction is a culmination of months of collaboration between Zeagold Nutrition and the agency.

“The egg category is ultra competitive, especially with the recent industry changes.” she says. “Rebranding is not something to be taken lightly and timing is absolutely crucial. Work Communications’ strategy, creative and digital teams have worked side by side with the Zeagold marketing team to put Farmer Brown top-of-mind with consumers and we’re thrilled to play our part in that success.”

Alastair De Raadt, General Manager of Zeagold Foods says that Goldie’s expanded role will cover brand, packaging, point of sale, social media and a ground-breaking promotion, currently in development. I’m very excited about the new direction for Farmer Brown and I think consumers are going to be blown away by what we have planned with Goldie,” he says.

Watch the TVC here: https://www.farmerbrown.co.nz/#video-hero


Advertiser: Zeagold Nutrition
General Manager, Zeagold Foods: Alastair De Raadt
Group Marketing Manager: Bernie de Bono

Creative & Media Agency: Work Communications
Managing Director: Gaylene Anderson
General Manager: Alice Lipski

Creative: Steve Charlton
Creative: Ben Chandler
Account Director: Marisa Kirkbride
Media Director: Guriq Singh

Production: Useful Films
Director: James Barr
Gavin Stroud

Production Designer: Bryony Matthews 

Post Production: The Rig

Post Producer: Lisa Eversden 

Animation: Paul Carter

Online Edit: Glen Atkins

Colorist: Dave Gibson
Sound: Radiate

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