Mums and dads are fascinated by their kids’ amazing-ness…

And, let’s be honest, there’s an unspoken competition between proud parents about the amazingness of kids.

So, showing off kids doing amazing things is going to win mums and dads’ attention. And making Tip Top The One the bread helping to feed that amazingness surely has to boost sales.

The campaign is made up of little vignettes of the quirky skills of real kids. The cute kid factor is at full power.

The campaign also invites parents to celebrate their kids’ quirky skills and show off to the world by simply taking a video and sharing it on Instagram, Facebook or Twitter using the hashtag #feedtheiramazingness…with a weekly prize adding to bragging rights.

The out-of-home campaign shows off kids’ artistic skills. More than 25 kids were invited to draw themselves eating their favourite sandwiches at school.

Graeme Cutler, marketing director for GWF commented, “We wanted Tip Top The One to connect with parents in an authentic, emotional way.”

BMF creative director, Justin Ruben added, “Kids have all these amazing abilities, like burping the alphabet, hopping on one leg while singing or Kung Fu roller skating. We wanted to highlight the way Tip Top The One brings out all this amazingness in children.”

The campaign includes TV, digital, out-of-home, social media and online content.

Creative credits:

Creative agency: BMF

Executive creative director: Cam Blackley

Creative director: Justin Ruben

Art director: Dantie Van Der Merwe

Copywriter: David Fraser

Agency producer: Esta Lau

BMF Digital team: 

Digital production director: Jo Cooper

Technical director: Mark Ellis

Technical lead: Sam Power

Digital producer: Mina Samandar

Front end developer: James Blundell

Integrated project manager: Rachael Lounds

Production company: Exit Films

Director: Amy Gebhardt

Producer: Fiona Pakes

Post production: Alt VFX

Editor: Dan Lee @ The Butchery

Music: Lukas Farry @ Sound Reservoir