Effies
Australia
Baked into Australia: Letting go of the past to get back to the Tip Top
Agency
BMF
Client
George Weston Foods
Awards
Silver
Food, Confectionery & Snacks
Summary
Tip Top. If you’re over 30, it’s synonymous with “Good on ya Mum!”. An iconic Aussie brand. But after 60 years, an aging positioning had turned brand health stale and declines were occurring across the range. This is the warts ‘n’ all story of how Tip Top refreshed its identity to create a future that no longer relied on its past.
A case for rebuilding brand equity to reignite growth, with a campaign that delivered a +20% uplift in incremental unit sales, an ROI of 144% and reclaimed Tip Top’s rightful place as Australia’s favourite bread.
Case study
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Credits
| Christina Aventi | Author / Chief Strategy Officer |
| Jen Rhodes | Author /Head of Effectiveness |
| Josef Wimberger | Author / Senior Strategic Planner |
| Alex Derwin | Chief Creative Officer |
| David Roberts | Creative Director |
| Jane Tjokrowidjaja | Art Director |
| Lisa Down | Copywriter |
| Sarah Hood | Head of Planning |
| Stephen Mcardle | CEO |
| Richard Woods | Head of Account Management |
| Victoria Venardos | Account Director |
| Jenny Lee-Archer | Head of TV |
| Esta Lau | Agency Producer |