Golden Crumpet Achieves Stardom Against All Odds in New Quirky Great Weston Foods Spot

George Weston Foods has kicked off a new campaign for its breakfast iconic brand Golden to further leverage Aussie's love for its gloriously spongy, holey crumpets.

In order to drive frequency of purchase for crumpets, BMF introduces a story about one Crumpet that dreamed of more. More than just butter, jam, and honey; despite its family being so set in its old ways. 

Says Marketing and Innovation Director, Graeme Cutler: "Increasing purchase frequency of Golden crumpets represents a serious growth opportunity, and will be brought to life through this not so serious, but joyous and highly engaging campaign. ”

Says Cam Blackley, ECD at BMF: “We just hope people can accept that in 2017 a Crumpet should be free to wear what it likes."

BMF worked with Revolver/Will O’Rourke and Psyop in order to create a mini animated crumpet world. Each character was modelled from a real Golden Crumpet using stop frame animation.

The multi-channel campaign includes TVC, Digital, Social and a Facebook App launching in the second campaign burst in September.