Golden Bakery's Colourful Fairground Spot Never Offers a Boring Bite 

When it comes to Golden, there’s room for delicious toppings like butter, jam and honey. There’s room for imagination. Room for imperfection. Room to do it your way. The only thing there isn’t room for, is boring.

‘Never a Boring Bite’ is Golden’s new brand platform created by BMF and aims to bring to life the joyful, beautifully imperfect messiness of eating Golden products.

Doug Hamilton, creative director at BMF said: “We needed to focus all the evocative associations ‘Golden’ might unlock. It’s fun, playful, joyous, yummy, imperfect, messy, creative. The platform captures the array of ways you can transform a Golden product, a metaphorical playground for your eyes and mouth.”

Jodie Dabelic, head of marketing - Bakery Snacks at George Western Foods said : “BMF has created a Long Idea that shines a light on what Golden can add to your life. It wonderfully sums up the brand; the essence, the values, the personality and the full range of Golden products in a simple and memorable way.”

Christina Aventi, chief strategy officer at BMF said: “For 50+ years Golden products have been the fun, round ones in a bakery aisle of sensible squares. Every single one of them is a little joy bomb – for your mouth, eyes, and soul. And this shows it is more than just crumpet joy.”

The campaign launches in Australia across TV, digital and social.