BMF: Tip Top becomes one of Australia’s good things

It’s the back to school (lunches) time of year but BMF has avoided the obvious in its campaign for Tip Top. Instead the new platform, Baked Into Australia, highlights the bread’s Aussie-ness. Tip Top has been part of the fabric of Australian life since 1958 and BMF’s platform demonstrates that Tip Top is home-grown in every sense – using Aussie wheat, committing to sustainability and baked for the most Aussie of food occasions, including lunch on the back of a ute during harvest.

The campaign visuals push all the sensory cues including the softness of Tip Top’s bread and the vast golden wheat fields from which it is made.

David Roberts, creative director, BMF, commented, “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.”

Tracey Fox, marketing manager, Tip Top, added “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 masterbrand campaign is running throughout Australia on TV, in, cinema, digital and social. It also includes a Tip Top Thins suite highlighting this softer and lighter lunch option.

Credits:

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
Art Buyer: Basir Salleh