George Weston Foods: Unleash the Golden® Crumpet

George Weston Foods, a food company, increased the purchase frequency of its Golden Crumpets in Australia by launching a film of a crumpet that dreamed of having different toppings.

It's not that people didn't love Golden® Crumpets. It's simply that they'd pigeonholed them - trapping them in a season and a few toppings.

This is the story of how Planning saw a 'golden' opportunity to increase purchase frequency by getting people to set aside their traditional crumpet-eating views and embrace a crumpet's true potential.