It’s not that people didn’t love Golden® Crumpets. It’s simply that they’d pigeonholed them; trapping crumpets in a cold season and a few toppings.
We saw a Golden® opportunity to get people to set aside their traditional crumpet-eating ways and embrace crumpets’ true potential; with Billy Golden®, the little crumpet who dreamed of dressing in more than just butter, jam and honey. And who came out against all odds wearing whatever he likes.
“The TVC is one of the most creatively effective executions we’ve seen in Australia from any category.”