Farmer Brown strikes gold with a fresh new brand campaign

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AUCKLAND, Wednesday: Integrated indie agency Work Communications has crafted a new high-energy advertising campaign for Farmer Brown eggs.

Bernadette de Bono, group marketing manager of Zeagold Nutrition said: “For 25 years, Farmer Brown eggs have been the go-to for Kiwi families wanting a good value, protein packed meal.

“Now, the nation’s favourite family egg brand is set to enter a new era with a major rebrand, introduced by a charismatic spokesperson (or spokes-egg, to be exact).

“The  campaign will introduce Goldie, Farmer Brown’s lovable talking-egg character. As the face of Farmer Brown, Goldie brings a new level of fun and energy to the brand’s identity.

“We are thrilled to be taking the Farmer Brown brand to the next level and a new audience with the introduction of Goldie. Our goal is to not only provide top-quality eggs to every New Zealand family but also, to make an emotional connection that brings a smile to every face.

“The joy of Farmer Brown eggs is found in their deep golden yolks, produced by the top-quality natural grains, maize and plant proteins that we feed our hens.”

“The joy of Farmer Brown eggs is found in their deep golden yolks, produced by the top-quality natural grains, maize and plant proteins that we feed our hens. Featuring Goldie commentating a frenetic family breakfast from the kitchen bench, the new TV commercial has a fun energy that reinforces Farmer Brown’s golden yolks and commitment to quality, while adding an element of joy to every meal.

Gaylene Anderson of Work Communications said: “Goldie and the new brand direction is a culmination of months of collaboration between Zeagold Nutrition and the agency.

“The egg category is ultra competitive, especially with the recent industry changes, and rebranding is not something to be taken lightly and timing is absolutely crucial.

“Work Communications’ strategy, creative and digital teams have worked side by side with the Zeagold marketing team to put Farmer Brown top-of-mind with consumers and we’re thrilled to play our part in that success.”

Zeagold Foods GM Alastair De Raadt said: “Goldie’s expanded role will cover brand, packaging, point of sale, social media and a ground-breaking promotion, currently in development.

“I’m very excited about the new direction for Farmer Brown and I think consumers are going to be blown away by what we have planned with Goldie.”


Advertiser: Zeagold Nutrition
General Manager, Zeagold Foods: Alastair De Raadt
Group Marketing Manager: Bernie de Bono
Creative & Media Agency: Work Communications
Managing Director: Gaylene Anderson
General Manager: Alice Lipski
Creative: Steve Charlton
Creative: Ben Chandler
Account Director: Marisa Kirkbride
Media Director: Guriq Singh

Production: Useful Films
Director: James Barr
DOP: Gavin Stroud
Production Designer: Bryony Matthews
Post Production: The Rig
Post Producer: Lisa Eversden
Animation: Paul Carter
Online Edit: Glen Atkins
Colourist: Dave Gibson
Sound: Radiate

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