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