Effies
Australia
Good on ya mum… winning hearts AND minds
Agency
DDB Sydney
Client
George Weston Foods
Awards
Bronze
Food
Summary
The Tip Top campaign revitalised white bread, upgrading it for today’s needs, laterally through the communication and literally though NPD. This campaign revived an Aussie icon by successfully and profitably engaging Aussie mum’s hearts and heads, through the separate Tip Top brand activity and subsequent The One product launch. Our ‘Good on ya mum’ campaign has reignited the love for Tip Top amongst Aussie families, by re-establishing relevance in a low-interest category; and the successful launch of The One has driven Value back into a commoditised and declining market, making white bread relevant again...taking Tip Top once more to number 1.
Good on ya Tip Top!
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email hello@adcouncil.org.au for your discount code. All Educational Institutions wishing to access case studies are required to contact awards@adcouncil.org.au
Credits
| Author | Russ Mitchinson | ||||||||
| Planner | Russ Mitchinson | ||||||||
| Senior Business Director | David Hadlow | ||||||||
| Business Manager | Monique Ghosn | ||||||||
| Business Director | Nicole Taylor | ||||||||
| Executive Creative Director | Dylan Harrison | ||||||||
| Creative Director | Malcolm Caldwell | ||||||||
| Creative Director | Ian Broekhuizen | ||||||||
| Creative Director | Guy Fulcher | ||||||||
| Creative Director | Brendan Donnely | ||||||||
| Media Director | Christine McKinnon | Carat | |||||||
| Creative Director | Mike Rigby | Interbrand | |||||||
| Managing Director | Brent Wallace | GalKal | |||||||
| Managing Partner | Robbie Moore | PostBox | |||||||
| Marketing Director | John Wardley | George Weston Foods | |||||||
| Senior Marketing Manager | Kerry Sephton | George Weston Foods | |||||||
| Marketing Manager | John Reynaldo | George Weston Foods |
Category Sponsors
Food
