Goodman Fielder appoints The Works to the creative account for its portfolio of brands

The Works has been appointed as creative agency of record for Goodman Fielder’s portfolio of brands, including Helga’s, Meadow Lea, Praise, White Wings and Wonder.

The Works’ appointment takes effect immediately, following a six-week pitch process. Incumbent agency, Richards Rose, did not take part in the pitch.

Goodman Fielder previously worked with Richards Rose for five years

Work that was produced by the agency during the pitch will go into pre-production straight away.