Goodman Fielder appoints DDB NZ and Mango

Goodman Fielder has awarded its full portfolio of iconic brands to a single creative agency, DDB New Zealand.

The move follows a competitive pitch and will see DDB working across more than 10 leading brands including Vogel’s and Molenberg in Baking, Meadow Fresh, Puhoi Valley and Yoplait in Dairy, and Chelsea and Edmonds in the grocery category.

The company has also opted to move its PR, experiential and social influencer business, with Mango picking up the account.

Katherine Jensen, head of retail marketing at Goodman Fielder, says the opportunity to have a single creative and PR agency across all brands was an attractive proposition: “We have a very big portfolio of brands and previously we’ve felt the need to work across multiple creative agencies. Aside from being great agency partners, crucially for us both DDB and Mango demonstrated a very deep bench which gave us the confidence that they can help steer all our brands forward.”

Justin Mowday, CEO of DDB Group NZ, says the team are looking forward to working on some of the country’s most iconic FMCG brands: “Let me start by saying; we love our Molenberg. In all seriousness, it’s highly unusual to be given the opportunity to work on so many well-loved brands all at once. Many of these brands have been incredibly well-crafted over decades – in Edmonds case over a century.

“It’s a privilege to be working on such great brands and we’re excited to grow Kiwis love for these icons even further.”

Sean Brown, GM Mango New Zealand, echoes this sentiment: “We’re so thrilled to be working with the team at Goodman Fielder and we can’t wait to produce memorable campaigns for their stable of iconic brands.”