Molenberg: Level the playing field

Premium bread brand Molenberg turned to sponsorship to raise awareness and increase sales in New Zealand, while simultaneously championing gender equality.

Campaign details

Brand: MolenbergBrand owner: Goodman FielderLead agencies: MBM, The EnthusiastsContributing agency: Red CactusMarket: New ZealandIndustries: Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Public relations, Social media, Sponsorship - sports, TelevisionMedia channels: Bread,cake, biscuitsBudget: Up to 500k

Executive summary

In 2018, premium bread brand Molenberg was crying out for the revival of the decade after continuous, long-term decline within the New Zealand bread market. For too long the brand had rested on the success of its former glory days of the 1990s, where a catchy...

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