Food manufacturer Goodman Fielder has named TBWA\Sydney its integrated creative agency following a competitive pitch.
TBWA\Sydney will lead all strategy and creative thinking across the ‘Total Brand Experience’ for the Helga’s brand.
Goodman Fielder CMO Christine Fung said TBWA demonstrated a deep understanding of the brand’s vision from the get-go.
"Their disruptive approach to creating impactful work and the way they collaborated with us during the pitch process demonstrated that they would be the right long-term partner for us," she said.
TBWA chief growth officer Nitsa Lotus is thrilled about the partnership.
"What has been clear from the outset is the spirit of partnership that Goodman Fielder brought to the table – there was a genuine desire to disrupt, starting with the pitch process itself," she said.
"We loved their ambition for the brand and can’t wait to get started."
The Goodman Fielder appointment follows TBWA’s new business wins in recent weeks, including Defence Force Recruiting and the consolidated Kraft Heinz portfolio.
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