Griffins reimagines biscuit loving national icon ‘Cookie Bear’ in latest TV campaign via True


A familiar face to generations of Kiwis, biscuit-loving Cookie Bear has undergone a modern transformation thanks to the team at True, with a new take on the enduring national icon launching via a TVC campaign.


First launched in the early 1970’s under the Hudson’s brand, and brought over to Griffins in the 1990’s, 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.

True executive creative director Tim Huse said it had 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. Now we’re looking forward to a whole new generation of kids having fun with him.”

The 30 second and 15 second TVCs show Cookie Bear helping an imaginative little girl and her family create an awesome adventure right in their home and finishes on the inspiring campaign line – imagination never grows up!

Says Hannah McKee, marketing manager, Griffins New Zealand: “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.”

“You can’t help but love working on a campaign that talks to the heart and fun of parenting in this day and age and the importance of one’s imagination never growing up.”

True was formed in 2011 from a passion to create, nurture and invigorate brands and businesses. The agency was founded on a philosophy to affect positive change, innovation and results by applying insight driven creativity to all aspects of their client’s business.

Client – Griffin’s Food Company
Tracey Seager – Marketing & Innovation Director
Hannah Mckee – Marketing Manager
Lynne Fogarin – Senior Brand Manager 
Agency – True 
Tim Huse: Executive Creative Director
Sarah Chernishov: Creative Head
Sasha Arandelovic: Senior Creative
Samantha Parsons: Group Account Director
Abby Venter: Senior Project Director
Ashleigh Badenhorst: Senior Account Manager
Esther Watkins: Agency Producer
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
Post Production – Flux Animation