Curious Nation scores Goodman Fielder in hat-trick of new wins across ANZ and Japan 

Brand activation agency Curious Nation has kicked off the year with a strong run of three new business wins, including Goodman Fielder, to activate high-impact, insight-led brand experiences across Australia, New Zealand and Japan.

In Australia, Curious Nation has been appointed, following a competitive pitch, to lead activation for Goodman Fielder’s CSR Sugar portfolio within the grocery baking category. Marking Curious Nation’s first engagement with the FMCG giant, the agency will help CSR Sugar win the moment of choice at shelf, delivering emotionally-led work designed to build preference over own-brand alternatives throughout the year.

The independent agency has also been appointed by Italian company ILLVA Saronno to lead an exciting activation in Japan. The win further demonstrates Curious Nation’s experience in creating stand out brand experiences not only across Australia and New Zealand but across international markets.

Rounding out the new business momentum, Curious Nation has also been appointed by a major New Zealand media company and tasked with the creation and experiential delivery of an immersive showcase and networking event.

Says Meredith Cranmer (pictured above), co-founder and managing director, Curious Nation: “This run of wins is a powerful validation of what Curious Nation stands for, bold creativity grounded in strategy and experiences that are designed to actually move the needle for brands. From Goodman Fielder, continuing to deliver for leading brands in New Zealand, to an activation in Japan, it’s an exciting way to start the year and a clear sign that clients are looking for agency partners that can combine insights with creative execution and work in multiple countries.”

The new business wins follow the launch of Curious Nation’s inaugural Activation Effectiveness Barometer, the first benchmark study of senior marketers exploring how activations from experiential and retail media to sponsorships and sampling are measured, valued, and prioritised across Australasia.

Launched at the end of 2025, the findings from more than 80 senior CMOs and marketing leaders across both Australia and New Zealand, found millions of dollars are being invested into below-the-line (BTL) activity each year, but most marketers remain largely in the dark about its effectiveness. However, despite low measurement confidence, marketers remain bullish about BTL’s role in the overall marketing mix, with 60% expecting budgets to remain steady and 28% reporting spending increases this year.

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