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

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.

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

Category:Agency:Advertiser:

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands