Initiative retains Goodman Fielder media account

Initiative Australia will continue its longstanding partnership with Goodman Fielder, confirming it has retained the account it first won in 2020.

Initiative has retained the company’s above-the-line media – including strategy, planning, buying, implementing and reporting – plus the below-the-line media they were first appointed in 2023, including retail marketing planning.

Goodman Fielder owns some of the country’s largest grocery brands, including Helga’s, Wonder bread, Praise, White Wings, CSR Sugar, Pampas, Meadowlea, Equal, ETA, Buttercup, and Gold’n Canola.