Goldpine embraces rural humour in cheeky new ‘The Natural Choice’ campaign via Boxer

Goldpine has launched a new brand campaign developed by creative agency Boxer, that’s already turning heads in paddocks and beyond.

Titled ‘The Natural Choice’, the new work highlights Goldpine’s commitment to natural products, while having a bit of fun with the idea of what “going natural” might also imply.

The campaign taps into the humour and authenticity that farmers know well. Built on the insight that every rural community has that one neighbour who might take things a little too literally, the campaign playfully suggests that you don’t have to go natural to go natural – you just have to choose the right supplier.

At the centre of the campaign is a hero TVC, directed by Laura Sargisson and shot by Mason Bennett, which brings the joke to life with a knowing wink to rural life. It’s supported by a suite of digital, print and outdoor executions, with photography by Sam Collins and creative led by Jeremy Clark and Ella Wight.

Goldpine has been supporting New Zealand’s rural industry for nearly 50 years, and with this campaign, they’re showing they understand their audience better than most, including their sense of humour. As Account Director, Lara Chapman puts it: “Goldpine has been supporting kiwi farmers for decades. This campaign gave us the chance to show a side of the brand that’s proudly Kiwi; practical, good-humoured, and grounded in the real world.”

‘The Natural Choice’ makes it clear; when it comes to going natural, there’s only one name worth backing – and you can keep your clothes on.

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