Out of hibernation

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AUCKLAND, Tuesday: A familiar face to generations of Kiwis, biscuit-loving Cookie Bear, has undergone a modern transformation thanks to the team at True, and their new tvc campaign.

First launched in the early 1970s under the Hudson’s brand, and brought over to Griffins in the 1990s, Cookie Bear’s appearances for nearly 50 years on-pack, instore and on televisions around the country has earned him a special place in New Zealand’s cultural heritage.

Under True’s creative magic, gone is the furry human-in-mascot-costume character, making way for a more contemporary, animated Cookie Bear who encourages imaginative play, connecting him more effectively with a new generation of Kiwi kids and their parents.

“The campaign runs on air through to June, via 30sec and 15sec tvcs.”

True ECD Tim Huse said: “It has been a fun and interesting journey bringing Cookie Bear back to life. New Zealand is a very different place in 2020 and his new role, encouraging imaginative play, is ensuring an iconic brand remains relevant.

“We couldn’t have dum-dee-done it without the clever people at Flying Fish and Flux – a lot of love and a cookies went into bringing Cookie Bear back to life.”

The campaign runs on air through to June, via 30-second and 15 second tvcs.

Griffins NZ marketing manager Hannah McKee said: “We have thoroughly enjoyed partnering with our friends at True in bringing our beloved Cookie Bear out of hibernation, refreshed and revitalised for the modern New Zealand family.


Client: Griffin’s Food Company
Marketing & Innovation Director: Tracey Seager
Marketing Manager: Hannah Mckee
Senior Brand Manager: Lynne Fogarin
Agency: True
Executive Creative Director: Tim Huse
Creative Head: Sarah Chernishov
Senior Creative: Sasha Arandelovic
Group Account Director: Samantha Parsons
Senior Project Director: Abby Venter
Senior Account Manager: Ashleigh Badenhorst
Agency Producer: Esther Watkins
Production Company: Fish&Clips
Director:Petra Cibilich
Producer: Rachael Blampied
DOP: Dave Garbett
Art Director: Ben Witter
Offline editor: Nathan Pickles
Colourist: Pete Ritchie
Post Production: Mandy VFX
Sound design: Liquid Studios
Online and Animation: Flux
Casting: Catch Casting

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