Goldilocks bakes up partnership with Starcom

Bakeshop chain Goldilocks selected Starcom MediaVest Group (SMG) as its media agency-of-record after a competitive pitch with two unnamed agencies.

The Publicis-owned media network replaces incumbent Mindshare, taking over all media planning and buying duties for the brand's advertising and communication campaigns.

The brand said it "decided to reposition itself as a global brand" following its stellar success in the Philippines. A 2011 study by Taylor Nelson Sofres Philippines found that Goldilocks enjoys a total product awareness of 100%.

"The Goldilocks bakeshop chain is a well-loved Filipino institution and has grown and evolved through the years to become the leading brand that it is today," said Joanna Mojica, managing director of Starcom MediaVest Group Philippines.

"We are proud and excited to be given the opportunity to drive Goldilocks' media investments, ensuring that the brand's communications continue to reach and touch Filipinos and fans of the bakeshop chain."

Operating for the last 47 years, the company has expanded from just two display stands to over 250 stores in the Philippines and overseas, including the United States, Canada, Thailand, Singapore, Hong Kong and the Middle East.