Goodman Fielder - The Bread in the Brown Paper Bag is back

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New Product or Service Introduction
Publicis Mojo
Goodman Fielder

SUMMARY

By embracing what was really important to consumers, the team at Publicis Mojo broke the barriers for Goodman Fielder when it launched its new bread variant MacKenzie High Country Bread. This outstanding campaign exceeded annual sales figures in just nine months and brought bakery buyers back to the bread aisles. This is a great commercial result for Goodman Fielder's bread business.

MARKETING CHALLENGE

Life is tough in the supermarket bread aisles. Due to aggressive price discounting, it has become the domain of consumers trained to shop on price and ride the specials. Plus, many consumers are looking for more authentic and specialist breads and are tending to stray to either the in-store supermarket bakery or other external specialist bakeries.