{"id":19837,"date":"2020-02-11T19:12:00","date_gmt":"2020-02-12T00:12:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=19837"},"modified":"2026-09-16T19:14:23","modified_gmt":"2026-09-16T23:14:23","slug":"how-a-curious-brand-mascot-helped-rebrand-golden-crumpets","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/","title":{"rendered":"How a Curious Brand Mascot Helped Rebrand Golden Crumpets"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">By Heather Taylor<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What comes to mind when you think about crumpets? You may be imagining the spongy, round griddlecakes often consumed throughout the United Kingdom, Ireland, and various areas of the Commonwealth. Crumpets are traditionally paired with a selection of butter, jam, or honey and served with breakfast or afternoon tea.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But what happens when crumpets seek to break from tradition? In 2017, Australian advertising agency <a href=\"https:\/\/www.bmf.com.au\/\">BMF<\/a> introduced a new ad campaign for <a href=\"https:\/\/www.goldencrumpets.co.nz\/\">Golden Crumpets<\/a>, a breakfast brand under the <a href=\"http:\/\/www.gwf.com.au\/index.html\">George Weston Foods<\/a> portfolio of food brands. Golden Crumpets debuted a new character named Billy Crumpet \u2013 unlike any crumpet mascot you\u2019ve seen before.<\/p>\n\n\n\n<h3 id=\"h-meet-the-goldens-and-billy-crumpet\" class=\"wp-block-heading\"><strong>Meet The Goldens and Billy Crumpet<\/strong><\/h3>\n\n\n<p><iframe loading=\"lazy\" title=\"Unleash the Golden Crumpet TVC 30&amp;apos;\" width=\"1240\" height=\"698\" src=\"https:\/\/www.youtube.com\/embed\/zVIzSHHjuYc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Goldens are Billy\u2019s family. His parents are very much set in their old school ways. Their refrigerator is stocked with butter and jam, condiments they seem to be fine enjoying day in and day out in the breakfast nook.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/02\/billy_crumpet.png\" alt=\"\" class=\"wp-image-11433\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Billy dreams of so much more, but isn\u2019t entirely sure what \u201cmore\u201d means for a crumpet. He reads through an issue of <em>Food Weekly<\/em> for inspiration and finds an advertisement for an avocado. Billy pins the picture to his bedroom wall, which is covered with photos of tomatoes and cheese. He dances around his bedroom wearing sliced avocados as \u201chair,\u201d a bacon skirt, and an added diced tomato garnish.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While his parents are initially surprised to see their son eschew their breakfast traditions, Billy is confident that these new toppings will catch on with crumpet lovers. He performs in a play to a standing ovation from family and friends. Suddenly, it\u2019s not unusual to consider topping a crumpet with fruit or smoked salmon or avocado. It\u2019s delightful for every kind of taste bud!<\/p>\n\n\n\n<h3 id=\"h-unleash-the-golden-crumpet\" class=\"wp-block-heading\"><strong>Unleash the Golden Crumpet!<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.emilyfield.work\/\">Emily Field<\/a>, Senior Strategic Planner at BMF, saw a golden opportunity in store for Golden Crumpets. The brand was still beloved by consumers. However, crumpets suffered from being pigeonholed. It was difficult to see the full potential of a crumpet when there were so few toppings to pair with the griddlecakes. A lack of toppings also meant lackluster sales for the brand.<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/02\/billy_crumpet_2.png\" alt=\"\" class=\"wp-image-11431\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe told the story of Billy Golden, a little crumpet who dreamed of more than just butter and honey,\u201d Field says. \u201cBilly came out against all odds wearing whatever he liked.\u201d<\/p>\n\n\n\n<h3 id=\"h-good-as-gold-payoff-for-golden-crumpets\" class=\"wp-block-heading\"><strong>Good As Gold Payoff For Golden Crumpets<\/strong><\/h3>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/02\/crumpet_animation_2.png\" alt=\"\" class=\"wp-image-11428\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Take a look at Billy Crumpet and The Goldens during their animation process. Do they look like real crumpets to you? It\u2019s because they are modeling the animated crumpets off actual Golden Crumpets!<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/02\/crumpet_animation-2.png\" alt=\"\" class=\"wp-image-11436\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Creating this animated world meant BMF worked alongside creative content company Psyop and Revolver\/Will O\u2019Rourke. <a href=\"http:\/\/www.psyop.com\/project\/18616\/golden-crumpets\">Real Golden Crumpets<\/a> served as the inspiration for their stop frame animation counterparts.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Field was thrilled by the success of the campaign, which saw the purchase of Golden Crumpets exceed expectations across winter, summer, and autumn seasons.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">My favorite quote from this ad campaign, however, is attributed to BMF Executive Creative Director <a href=\"https:\/\/campaignbrief.com\/george-weston-foods-unleashes\/\">Cam Blackley<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Blackley said, \u201cWe just hope people can accept that in 2017 a Crumpet should be free to wear what it likes.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image aligncenter\"><img decoding=\"async\" loading=\"lazy\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2020\/02\/golden_crumpets.png\" alt=\"\" class=\"wp-image-11432\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Three years later, it\u2019s fascinating to see how ahead of the times and culture Golden Crumpets was with its branding. Hats off to Billy Crumpet. Keep on thinking \u2014 and decorating \u2013 outside the traditional toppings box.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>By Heather Taylor What comes to mind when you think about crumpets? You may be imagining the spongy, round griddlecakes often consumed throughout the United Kingdom, Ireland, and various areas [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":19838,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-19837","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How a Curious Brand Mascot Helped Rebrand Golden Crumpets | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How a Curious Brand Mascot Helped Rebrand Golden Crumpets\" \/>\n<meta property=\"og:description\" content=\"By Heather Taylor What comes to mind when you think about crumpets? You may be imagining the spongy, round griddlecakes often consumed throughout the United Kingdom, Ireland, and various areas [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-12T00:12:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-09-16T23:14:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-4.13.28-PM-1024x598.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"598\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"becky\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"becky\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/\"},\"author\":{\"name\":\"becky\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\"},\"headline\":\"How a Curious Brand Mascot Helped Rebrand Golden Crumpets\",\"datePublished\":\"2020-02-12T00:12:00+00:00\",\"dateModified\":\"2026-09-16T23:14:23+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/\"},\"wordCount\":567,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/Screenshot-2026-09-16-at-4.13.28-PM.png\",\"keywords\":[\"PopIcon\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/\",\"name\":\"How a Curious Brand Mascot Helped Rebrand Golden Crumpets | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/Screenshot-2026-09-16-at-4.13.28-PM.png\",\"datePublished\":\"2020-02-12T00:12:00+00:00\",\"dateModified\":\"2026-09-16T23:14:23+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/Screenshot-2026-09-16-at-4.13.28-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/09\\\/Screenshot-2026-09-16-at-4.13.28-PM.png\",\"width\":2108,\"height\":1232},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\\\/19837\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How a Curious Brand Mascot Helped Rebrand Golden Crumpets\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/691c982d02f2c27abe252eb0ce31e03b\",\"name\":\"becky\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g\",\"caption\":\"becky\"}}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How a Curious Brand Mascot Helped Rebrand Golden Crumpets | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/","og_locale":"en_US","og_type":"article","og_title":"How a Curious Brand Mascot Helped Rebrand Golden Crumpets","og_description":"By Heather Taylor What comes to mind when you think about crumpets? You may be imagining the spongy, round griddlecakes often consumed throughout the United Kingdom, Ireland, and various areas [&hellip;]","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/","og_site_name":"AW360","article_published_time":"2020-02-12T00:12:00+00:00","article_modified_time":"2026-09-16T23:14:23+00:00","og_image":[{"width":1024,"height":598,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-4.13.28-PM-1024x598.png","type":"image\/png"}],"author":"becky","twitter_card":"summary_large_image","twitter_misc":{"Written by":"becky","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/"},"author":{"name":"becky","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/691c982d02f2c27abe252eb0ce31e03b"},"headline":"How a Curious Brand Mascot Helped Rebrand Golden Crumpets","datePublished":"2020-02-12T00:12:00+00:00","dateModified":"2026-09-16T23:14:23+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/"},"wordCount":567,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-4.13.28-PM.png","keywords":["PopIcon"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/","name":"How a Curious Brand Mascot Helped Rebrand Golden Crumpets | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-4.13.28-PM.png","datePublished":"2020-02-12T00:12:00+00:00","dateModified":"2026-09-16T23:14:23+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-4.13.28-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/09\/Screenshot-2026-09-16-at-4.13.28-PM.png","width":2108,"height":1232},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-a-curious-brand-mascot-helped-rebrand-golden-crumpets\/19837\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"How a Curious Brand Mascot Helped Rebrand Golden Crumpets"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/691c982d02f2c27abe252eb0ce31e03b","name":"becky","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/95b8fb944eb578208dc1ae04ccfeab7ad76885699756e211ec37e80c8281d55b?s=96&d=mm&r=g","caption":"becky"}}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/19837","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=19837"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/19837\/revisions"}],"predecessor-version":[{"id":19839,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/19837\/revisions\/19839"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/19838"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=19837"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=19837"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=19837"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=19837"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}