AJF Partnership Sydney wins Goodman Fielder Baking creative after pitch

Goodman Fielder Baking has appointed AJF Partnership Sydney following a competitive pitch process, Mumbrella can reveal.

The agency will be responsible for a range of brands including Helga’s, Wonder White, Lawson’s and La Famiglia. The agency has already begun work on the account and are behind the “Bread’s back baby!” tagline for Helga’s which will feature in a new campaign for the brand set to launch this week.

Catherine Tan, Goodman Fielder Baking marketing director, said: “During the process we got to know a good mix of the team members at AJF, and it was clear that beyond just their ‘new world’ skill, there was a natural chemistry with our team.”

Joy handled the Goodman Fielder Baking account previously, while Havas Worldwide handles the grocery account. It is unclear if either agency participated in the pitch process.