Tip Top Appeals To ‘Authentic Aussie Family’ In Latest Work Via BMF

Tip Top Appeals To ‘Authentic Aussie Family’ In Latest Work Via BMF
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



BMF Australia have released their new ‘Baked Into Australia’ campaign for Tip Top celebrating homegrown ingredients.

Since 1958, Tip Top has been one of Australia’s most iconic bread brands. The ‘Baked Into Australia’ campaign created by BMF focuses on the use of Australian wheat, connecting to ‘toastie-loving’ Australian families all around the country.

David Roberts, Creative Director of BMF said, “Tip Top is essential to Australia’s most beloved and humble food traditions. This idea provides a creative platform about more than just products, it’s about all the ways Tip Top is ingrained into Australia.”

The campaign’s visuals push ‘sensory cues’, namely the softness of Tip Top’s bread and the expansive, golden wheatfields that make every slice of toast a possibility.

Tracey Fox, Tip Top’s Marketing Manager, said that “when BMF presented the ‘Baked Into Australia’ platform, we knew it captured a brand truth capable of strengthening Tip Top’s positioning in Aussie hearts and minds. This first execution shows an Australian wheat farm during harvest, its breathtaking scale reminiscent of the size of Tip Top, shown alongside the small family moments that matter most.”

The campaign will launch across TV, digital, cinema and social throughout Australia, and also includes advertising for Tip Top Thins, their lighter lunch alternative.

CREDIT LIST:

Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: David Roberts

Art Director: Jane Tjokrowidjaja

Copywriter: Lisa Down

Chief Strategy Officer: Christina Aventi

Head of Planning: Sarah Hood

Chief Executive Officer: Stephen McArdle

Head of Account Management: Richard Woods

Account Director: Victoria Venardos

Head of TV: Jenny Lee-Archer

Agency Producer: Esta Lau

Director: Stephen Carroll

Production Company: Revolver / Will O’Rourke

Production Producer: Sarah Nichols

Post Production: The Editors

Editor: Stu Morley

Sound Production: Otis

Music: Otis

DOP: Lachlan Milne

Photographer: Bantam Productions

Art Buyer: Basir Salleh

Retouching: Evie Hilliar and Rhiannon Jansma

Please login with linkedin to comment

BMF Tip Top

Latest News

What’s That? New Cannes In Cairns Speaker Announcements? Oh Yes, There’s More!
  • Marketing
  • Media

What’s That? New Cannes In Cairns Speaker Announcements? Oh Yes, There’s More!

Just when you thought we couldn’t throw any more exciting Cannes in Cairns news at you, here we are again! That’s right, we’re bringing the South of France to the North of Oz in our sure-to-be fantastic, utterly bombastic, three-day Adland supernova. Featuring some of the industry’s most interesting minds debating every topic your imagination […]

by B&T Magazine

B&T Magazine
Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Pile of printed newspapers on blue background
  • Media

Print Readership Has Halved Since 2016

New data has revealed the number of people reading news in print has halved over the past five years. The University of Canberra released the latest Digital News Report: Australia this week, which suggests an overall loss of interest in news media amongst Australians. While the pandemic last year brought with it a resurgence in news […]

by B&T Magazine

B&T Magazine
First Group Of Judges Revealed For B&T’s Best Of The Best Awards
  • Advertising
  • Marketing
  • Media
  • Technology

First Group Of Judges Revealed For B&T’s Best Of The Best Awards

With on-time entries to B&T’s inaugural Best of the Best awards closing THIS FRIDAY, we thought we’d start sharing which industry luminaries will be judging all the submissions. Presented by Finecast, Best of the Best will bring something unique to this year’s awards season. While most awards focus on the work of an agency or […]

by B&T Magazine

B&T Magazine
Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success
  • Advertising

Saatchi & Saatchi’s Donation Dollar Continues To Make Waves At Cannes Lions Live While More Aussie Agencies Secure Success

Cannes Lions has announced the winners in the second Awards Show of the week during Cannes Lions Live, which runs until June 25th. On day two, winners were celebrated in the Social & Influencer Lions, Media Lions, PR Lions, Direct Lions, Creative Strategy Lions and Creative Data Lions – all within the Reach Track, in […]

by B&T Magazine

B&T Magazine
Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Ashley Madison Shifts From Shock To Female Empowerment
  • Media

Ashley Madison Shifts From Shock To Female Empowerment

Ashley Madison, the online dating site for married people famous for its shock advertising, is toning down the message, instead creating content aimed at empowering women with the message it’s fine to have an affair. Recently, B&T interviewed GroupM’s chief technology and transformation officer, Ryan Menezes. When asked what was the best brand he’d never […]

by B&T Magazine

B&T Magazine
72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO
  • Advertising

72andSunny APAC CEO Chris Kay Named Saatchi & Saatchi UK CEO

Saatchi & Saatchi UK has announced Chris Kay as its new CEO of the agency as Sam Hawkey leaves. Kay joins from 72andSunny where, for the past three and a half years, he was CEO for Asia Pacific and a global partner. Prior to moving to Australia to set up the APAC region’s Sydney and […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine
Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]