George Weston Foods appoints Proximity NZ and BrandWorld following a competitive pitch

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George Weston Foods appoints Proximity NZ and BrandWorld following a competitive pitch

George Weston Foods Baking New Zealand has appointed Proximity NZ and BrandWorld as its creative agencies after a competitive pitch.


GWF is New Zealand’s second largest bakery, and its brands include category leader Tip Top, Ploughmans, Bürgen, Golden and Big Ben Pies.

Says Victoria McCrea, GM marketing and innovation bakery: “Bread is a staple in the majority of New Zealand household diets, and we have seen how important it is in nourishing Kiwi families through the pandemic this year. We have New Zealand’s leading bread brand in Tip Top and we see incredible potential across our portfolio. We’re excited to be working with the Proximity and BrandWorld team who brought smart strategic thinking, engaging creative ideas and energy throughout the pitch process.”

Proximity NZ and BrandWorld are part of the wider Proximity Network offering that includes Raydar (shopper and activation), Perceptive, (data and customer intelligence) and Sapien (human behaviour research agency).

Says Chris Pescott, CEO, Proximity Network: “We’re feel privileged to work with George Weston Foods. They’ve been working with BrandWorld for a couple of years now, and this was an opportunity to demonstrate the full capability of the Proximity Network to power GWF and its brands. They already have a 2021 Top 10 grocery innovation so it’s fantastic to be working with such a progressive organisation.”

Says Rachael Weaver, GM, BrandWorld: “We have produced some successful work with the GWF brands for the last three years and now it’s brilliant to be working with the Proximity team to take this to the next level. We’ve already started building an integrated partnership with GWF agencies, OMD, Fuse and FiftyFive5.”

Says James Mok, chief creative officer, Proximity: “The team at GWF recognise the importance of sharp strategy and distinctive creative to drive their brands. Grocery is intensely competitive, so we love their ambition and the way they encourage us to challenge them. And meetings are always delicious.”

Says Scott McKinnon, group brand manager at GWF: “We were impressed with how the Proximity team engaged with us. They lifted the game at every stage throughout the pitch.”

The account move is effective immediately