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Goodman Fielder Appoints Reactive

Issue Date: 30 September, 2014

Goodman Fielder Appoints Reactive as Lead Digital Agency in New Zealand and Australia

Reactive is excited to announce a new partnership with Goodman Fielder, Australasia’s leading listed food company and the owner of consumer brands that every Australian and New Zealander has in their pantry including Edmonds, Vogel's, Meadow Fresh, Meadow Lea, Praise, White Wings and Helga's.

Reactive has been appointed as the lead digital agency for Australasia, after a highly competitive pitch run by Trinity P3 pitch consultants including a few of Reactive’s main competitors in the digital space. The account will be managed out of Reactive’s offices in both Auckland and Sydney.

After recent successes in food retail with clients like Coles Supermarkets in Australia and Tesco in the UK, Reactive is tasked with first developing Goodman Fielder’s digital strategy, then collaborating with its creative agencies and developing a common technology platform for Goodman Fielder’s brand sites.

Reactive will work with Goodman Fielder in Australia, New Zealand and Asia to provide an efficient and flexible way of managing its vast array of websites including those in the bread, milk, margarine, flour, dressings, mayonnaise, frozen pastry, cake mix, desserts, sauces, vinegar and cooking oil categories, now and in the future.

Goodman Fielder’s range of websites will be taken from a content management approach to a customer engagement approach, making the grocery leader’s digital presence one which matches the affinity consumers have for its brands.

“Our products cover every meal occasion,” said John Chatterton, Marketing Director at Goodman Fielder. “We’re incredibly proud of our range of offerings and we knew we wanted a digital strategy and technology platform which would allow us to continue to grow and always offer the best for our customers. Reactive can definitely provide that.”

Tim O’Neill, Reactive Co-founder and Joint Managing Director, was confident from the start that his team was the right one to partner with Goodman Fielder. “Being independent, we are prepared to collaborate genuinely with both Goodman Fielder and its other creative agencies, making sure everyone involved gets the right strategies and solutions. With teams in Sydney, Melbourne and Auckland, we can help them in markets where they need us.”

Goodman Fielder is Australasia's leading listed food company. It has an excellent portfolio of well-known consumer brands in some of Australia's largest grocery categories, including Edmonds, Vogel's (under licence), Meadow Fresh, Meadow Lea, Praise, White Wings and Helga's.

Its products cover every meal occasion, including breakfast, lunch, dinner and snacks. We produce and market bread, milk, margarine, flour, dressings, condiments, mayonnaise, frozen pastry, cake mix, pies, desserts, sauces, vinegar and cooking oils.

The company is headquartered in Sydney and employs around 5,000 people in Australasia and the Pacific Islands. It manufactures its products in almost 50 plants across Australia, New Zealand, Papua New Guinea, Fiji and New Caledonia.

Reactive is an award-winning independent digital agency that provides digital strategy, design, development and online marketing for some of Australasia’s best-known brands. Reactive has 150 staff with offices in Melbourne, Sydney, Auckland, London and New York. More information available at

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