Company in Focus: BMF

BMF's DUCKS wins GOLD for Wonder Performance bread

BMF have won a Gold Lion at Cannes for their Wonder Performance DUCKS campaign in the Direct category. The winning work started with a viral campaign showing the strange behaviour of ducks that had eaten Wonder Performance bread, which is made with added vitamins and minerals.

The virals, created by BMF, showed ducks performing with enhanced capabilities in a very 'un-duck-like' manner. The virals include a surfing duck, ducks skylarking on an escalator, and ducks performing acrobatic flying feats. During the viral seeding, there have been over 2.7 million views in Australia and around the world, including postings on The New York Times, SKY News, and the UK's Daily Telegraph websites.

While the campaign has many facets, it's a very simple idea that uses the universally understood link between ducks and their love of bread.

Matthew Melhuish, CEO BMF, "We're delighted with the win. It vindicates our business model, which is built on great creative thinking, married with the multi-media integrated approach that is now part and parcel of the way BMF tackle projects".

The whole campaign was also produced in a very short space of time. The Goodman Fielder team was great throughout – bold and decisive – and media agency IKON were a great team to work with on the project.

All in all, I guess you have to say it was a "wonder performance".

This was BMF's first campaign for Goodman Fielder since being appointed in October 2007.

Further information:

Matthew Melhuish (CEO, BMF)
+61 2 9552 7000
matthew@bmf.com.au