Goodman Fielder appoints Together as new media agency

Goodman Fielder has appointed leading independent media agency Together as its media planning and buying partner across all channels, including retail.

The appointment marks the beginning of a refreshed approach to media for Goodman Fielder – one that places effectiveness, creative bravery in media and local partnerships at the centre of its marketing strategy.

Goodman Fielder is New Zealand’s largest FMCG business, with a portfolio of more than 20+ brands in New Zealand. Goodman Fielder’s wide-ranging household brands include Vogel’s, Meadow Fresh, Edmonds, and Puhoi Valley – Kiwi staples that play a part in everyday life.

Says Frankie Coulter, Chief Marketing Officer, Goodman Fielder: “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.”

Goodman Fielder’s partnership with Together signals a conscious move to invest in New Zealand’s media ecosystem, prioritising channels and publishers that deliver measurable impact while also contributing to a healthy local media landscape.

The approach will see Goodman Fielder and Together focus on environments that foster trusted storytelling, engaged audiences and authentic local connection – helping ensure that advertising spend benefits New Zealand communities, journalism and creativity.

Says Pen Brown, Managing Director of Media, Together: “This partnership is about backing media that backs New Zealand. We’re thrilled to work with Goodman Fielder on a strategy that not only delivers commercial results but also strengthens the fabric of our local media industry. By putting attention, quality, and connection at the heart of investment, we can build brands in a way that benefits both businesses and the communities they serve. This is a partnership that will be built on positive experimentation and the unexpected. For those that know Frankie and the Goodman Fielder way, no two days are the same, and how we show up in market from here on in will look a bit different too. It’s very exciting.”

Together’s ‘Positive Progress’ philosophy underpins its work with Goodman Fielder, bringing data-driven effectiveness and creativity together with a deep understanding of New Zealand’s media landscape and publisher community. The agency was recently named Media Agency of the Year at the 2025 IAB Awards and have offices in Auckland and Wellington.

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