AUCKLAND, Today: Goodman Fielder has teamed up with media agency Together to handle its media planning and buying across all channels, including retail. This is part of a fresh approach to their media strategy.
The brand is focused on making media more effective, creative, and locally-driven. With over 20 brands, including Vogel’s, Meadow Fresh, Edmonds, and Puhoi Valley, Goodman Fielder is New Zealand’s largest FMCG business.
“We’ve built our brands in partnership with New Zealanders, so it makes sense to invest in the media that keeps our culture, communities, and creativity thriving. Supporting local media is smart business; it’s how we build stronger brands and a stronger New Zealand.
“We’re really excited to have Together develop this with us and drive us forward in this space,” said Frankie Coulter, Chief Marketing Officer, Goodman Fielder.
“We’re thrilled to work with Goodman Fielder on a strategy that not only delivers commercial results but also strengthens the local media industry. This is about positive experimentation and doing things differently. It’s exciting.” – Pen Brown, Managing Director of Media, Together
This partnership signals Goodman Fielder’s move to invest in New Zealand’s media scene. They’re prioritizing channels and publishers that not only have measurable impact but also support a healthy local media landscape.
Goodman Fielder and Together are focusing on platforms that encourage trusted storytelling, engaged audiences, and authentic local connections. The goal is to make sure their ad spend supports New Zealand communities, journalism, and creativity.
“This partnership is about backing media that backs New Zealand,” said Pen Brown, Managing Director of Media, Together. “We’re thrilled to work with Goodman Fielder on a strategy that not only delivers commercial results but also strengthens the local media industry. This is about positive experimentation and doing things differently. It’s exciting.”
Together’s ‘Positive Progress’ philosophy guides its work with Goodman Fielder, blending data-driven creativity with a strong understanding of New Zealand’s media landscape. The agency was recently named Media Agency of the Year at the 2025 IAB Awards.
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