When your products are natural and your audience is farmers, there’s not much point dressing things up. For Goldpine, authenticity isn’t a positioning exercise. It’s how they’ve operated for nearly 50 years. So when it came time to follow up The Natural Choice, the brief was simple…pick up where we left off, don’t overthink it, and let the truth do the talking.
Goldpine’s sequel to The Natural Choice picks up with our bloke called Jim who’s still out there doing things the natural way, and not a stitch of clothing to stop him. It’s a tongue-in-cheek nod to the kind of character every rural community knows…a bit rogue, a bit legendary, and not all that concerned with what people might think.
The second campaign builds on the same truth that made the original cut through. Goldpine doesn’t need to pretend. They’ve been backing rural New Zealand for nearly 50 years, and they’ve done it by being practical, honest, and proud of their roots. So rather than chasing trends, we doubled down with a new hero TVC and stills all delivered with trademark dry humour.
Directed by Tim Eggers, shot by Sam Collins, with stills from Jeremy Jacob, it’s another campaign that stands out by being comfortable in its own skin.
