AUCKLAND, Today: Three fresh wins are giving Curious Nation an energetic start to the year, with new projects spanning New Zealand, Australia and Japan, including landing Goodman Fielder to deliver insight-driven brand experiences across multiple markets.
After a competitive pitch, the agency will handle activation for Goodman Fielder’s CSR Sugar range in Australia’s grocery baking aisle, aiming to win shoppers at shelf with emotionally-led work that builds preference over private-label rivals.
With teams in Auckland and Sydney, Curious Nation has also been chosen by a major New Zealand media company to design and deliver an immersive showcase plus networking event experience.
Another addition sees Italian brand ILLVA Saronno appoint the agency to lead a Japan activation, reinforcing its reputation for standout experiential work not just locally, but across international stages too.
“This run of wins is a powerful validation of what Curious Nation stands for, bold creativity grounded in strategy and experiences that are designed to actually move the needle for brands.” – Meredith Cranmer
Meredith Cranmer said, “This run of wins is a powerful validation of what Curious Nation stands for, bold creativity grounded in strategy and experiences that are designed to actually move the needle for brands.
“From Goodman Fielder, continuing to deliver for leading brands in New Zealand, to an activation in Japan, it’s an exciting way to start the year and a clear sign that clients are looking for agency partners that can combine insights with creative execution and work in multiple countries.”
These appointments follow the debut of Curious Nation’s Activation Effectiveness Barometer, a benchmark study surveying senior marketers on how experiential, retail media, sponsorship and sampling activity is measured and prioritised across Australasia.
Released late 2025, insights from 80+ CMOs across New Zealand and Australia show millions go into BTL annually, yet most marketers lack clarity on results, even as 60% expect steady budgets and 28% plan increases.
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