Tip Top takes bread into the future with new campaign and engagement strategies
George Weston Foods bread brand Tip Top is the latest consumer staple to undergo a brand refresh, holding on to its roots with a reworked ‘Good on You, Mum’ jingle.
The ad campaign is supporting a complete refresh of the master brand in a bid to make it more contemporary.
BMF created the work, The Food Dance, which sees kids energised by the food they love.
The TV campaign is the start of a broader campaign embracing digital, social and PR which will roll out over the course of the year.
Graeme Cutler, marketing and innovation director at George Weston Foods, said the refresh is to keep the brand relevant to a new generation while not losing touch with its established market.
“Tip Top is the biggest bakery brand in Australia and this masterbrand refresh will ensure it stays relevant for generations to come,” said Cutler.
“With a more energetic take on the famous jingle and a story that celebrates the joy Tip Top brings to Aussie families, I am excited about the future for Tip Top.”
Credits:
Creative: BMF
Media Agency: Carat
PR: Frank PR
Packaging: Saltmine Design Group
Simon Canning
Many, many years ago BMF used to make ads that were clever and unexpected.
Sadly they have proven they no longer do either.
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Does he really think his brand brings joy to Australian families? Does he think a new take on their stupid jingle (JINGLE!) will make it relevant for generations (GENERATIONS!) to come?
If so, I’m not excited about the future for brand managers in this country.
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So it probably won’t win any awards, but there is nothing wrong with this campaign.
Why should a brand throw out an asset that works for them? So what if it’s been around for a while? Many a “jingle” has helped to sell many a product so to tweak it a little makes more sense than starting from scratch.
Remember, the mums being targeted likely grew up singing this song so it will likely resonate quite well.
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Resonate quite well? What a great justification. Do you think the world has moved on in 30 years?
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Just thinking it’s likely to resonate isn’t quite enough though, is it? You’re assuming the asset works and assuming it resonates with people.
As @Really? points out, the world has moved on. For example, stale, white bread has a slightly different status now than 30 years ago. I’m more inclined it reminds mums not to feed the same crap to their kids their parents fed them.
Even worse is the way they talk about this as great work and a clever strategy. It’s a bunch of clueless accountants trying to be strategic and creative.
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I’ve never seen a child get excited about a sandwich.
I’ve never seen a parent look happy with white bread.
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Well the music sounds familiar.
Hope Bo Diddley’s estate is getting a slice of the bread.
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Looks like Lynchy didn’t get this PR for Campaign Brief. I wonder why….
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Well this is definitely the white bread of ads. zzzz.
Like the brand move on though…
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