George Weston Foods has introduced a new brand platform for Golden Bakery, titled 'Make every bite Golden'. This initiative seeks to inspire Australians to reimagine the traditional crumpet and explore its culinary possibilities. The campaign was developed by the creative agency BMF and features a distinctive approach to selecting crumpet toppings, which is described as a 'crumpet symphony'.

The campaign will be rolled out across a variety of platforms, including television, YouTube, social media, in-store promotions, shopper media, and out-of-home advertising. The Marketing and Innovations Director at George Weston Foods, Brett Grebert, expressed the campaign's intent, "Golden crumpets have always been a staple in Aussie households, but this new platform opens the door for a new generation to enjoy crumpets, in their own way, on their own terms."

The Group Creative Director involved in the campaign, David Roberts, said, "Stare into a steamy Golden crumpet long enough and you begin to wonder – are these holes or an ensemble of little mouths? Each one trained in musical theatre, longing for the delicious topping of their dreams."

The campaign's content production was managed by Bantam Productions, with Good Oil serving as the production company. Adam Gunser directed the campaign, while post-production was handled by The Editors. Sound production was carried out by Rumble Studios, and the music was composed by Elliott Wheeler from Turning Studios.

Grebert concluded on the campaign's goals, "Golden crumpets have always had a place at the table, and now we’re giving people more reasons to bring them back, play with them, and make them their own. It’s about turning a familiar favourite into something fun, expressive, and totally Golden."