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



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




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