George Weston Foods launches campaign to promotes Tip Top ‘The One’ via DDB Sydney
George Weston Foods bread brand Tip Top, via agency DDB Sydney, is challenging the way Australians currently shop for their family with the launch of the first nutritionally complete white bread, simply called ‘The One’.
Tip Top launches The One nationally with an integrated above and below the line marketing campaign, with heavy investment in TV, radio, outdoor, PR, digital and experiential sampling.
The TVC creative plays on the romantic allusion of the brand name, drawing parallels between choosing the right bread for your family, and finding one’s ideal partner. Radio will follow a similar format, focusing on the dating game and romance as a theme.
The new bread is specifically aimed at mums who face a weekly struggle at the supermarket aisle, having to buy multiple breads to cater for the different needs of their family members.
Says John Wardley, marketing & innovation director of Tip Top: “Great innovation usually starts with great consumer insight. Our consumers told us they wanted a bread that gave a solution for the whole family. A bread that not only offered the best balance of lower GI, high fibre and vitamins and minerals, but tasted great as well. We spent a year understanding what the consumer recipe would be for ‘the best white bread’. The result is The One, and we are very excited to bring it to market under the Tip Top brand.”
Wade Ashley, executive baker at Tip Top added: “Tip Top has spent over 50 years perfecting daily fresh bread. Most recently, we spent over 12 months researching and developing the best white bread ever – a winner amongst mums, and like no other in the category. Tip Top The One is made from the best quality ingredients available, and follows strict baking processes to produce our softest white bread yet. After 15 years in the industry, I’m proud to have been involved in developing The One for everyone to enjoy.”
Creative Agency: DDB Sydney
Production House: Goodoil Films
Director: Fiona McGee
Producer: Claire Richards
DP: Russell Boyd
Editor: Rohan Zerna – The Butchery
Grade: Trish Cahill – The Editors
Online Edit: Adam Archer – The Editors
Modelmakers – Odd Studios
Media Agency: Mitchells
PR Agency: Frank PR
Digital Agency: Deepend
Experiential Agency: 5iveSenses Experiential
30 Comments
Executive Baker. Now ‘ve heard it all.
Never been a fan of products in suits.
i’m guessing one of the points of the script was meant to be mum and warren used to have a thing? then why did they cast against that? was that a client thing or did the director not pick up on that?
This is as bad as the Coles ad.
But they’re still eating bread. I don’t get it.
What is going on?
This surely Tip Tops the bad ads this year.
Why would you PR it?
THE. WORST. AD. I. HAVE. SEEN. IN. FOREVER.
Wow hit on it first up – shows how poor direction and/or casting will kill a script. Awkward pauses can work in comedy but this is just plain awkward!
The fact that DDB have named who’s responsible speaks volumes.
Nice slice of life. Really looks like they’re on a roll there.
1:46 – it’s not as bad as Coles, it’s worse. At least I remember Normie and no added hormones beef at Coles.
This happened.
And somewhere, a CD sat by and let it happen.
What are you going to tell your kids when they ask what you do for a living?
God you’re a pack of *****..
Hey Ad Guy, what do you tell your kids? “I anonymously mash spite into my keyboard all day” – They must be proud.
To Sigh… No, not from DDB,
It’s early days, i know, but surely your comment at 6.34PM goes down as an early nomination for blog comment of the year…
“anonymously mash spite into my keyboard” – bravo Sir.
I’m not from DDB either, but the way clients are these days who expects to see a good ad on here ever again? Not me. It’s tough out there in agency land peeps, let’s not spend 2012 fucking each other over. Perhaps we should start turning the microscope onto the real offenders.
This is a good script but shocking execution.
Direction, casting, editing all way off.
Feel sorry for the creatives because they could have had something.
That said, can’t imagine Tip Top would be an easy client. I’m guessing the child speaking was a thought of theirs?
Those who comment just only ever on creative and don’t understand the market, hush up.
This is a direct attack at Wonder White. Which would have to be a $120m brand or more.
PS I’m not from DDB or George Weston.
To, Do you get it? @ 10.43
As a creative, there’s something i’d like you to get…
People like yourself are responsible for holding this industry and your own brands back.
Saying: “This is a direct attack at Wonder White. Which would have to be a $120m brand or more” only makes me realise that you see brands as dollar amounts and forget that they have the ability to capture hearts and minds.
Get out of the way and let the creatives do their job properly and your product might just charm its way into every single household in Australia. And if it does, you won’t need to count what your brand is worth, your competitors will be doing it for you.
10:43. You don’t get it. It’s crap…theres nothing else to say.
well said …said
It makes me want to eat a wrap.
I’m with …
Pretty much every advertising creative I’ve ever worked with has been talented, intelligent, genuinely amusing and motivated to make truly amusing, engaging bullshit.
Problem is, it’s not really up to them what ends up getting made is it?
Surely every prick knows this, right?
“Get out of the way and let the creatives do their job properly and your product might just charm its way into every single household in Australia. ”
Well said.
Fair trade coffee gets 8 comments….guy in bread suit gets 20 comments. Maybe this ad will sell something. crap or not. Best post though must go to “Not DDB” , who feels so sorry for the creatives! Well how lame are they if they let the director (who they presumably chose) and talent (they presumably chose) and editors (they presumably chose) screw up their script!! Another post suggested the client wrote it. That’s even funnier! Did the creatives even turn up to the shoot?
Huffy, you’re not related to the director of this spot are you?
“mums who face a weekly struggle at the supermarket aisle, having to buy multiple breads to cater for the different needs of their family members”…
Fiiiirrrsttttt Wooorrrrrlllldddd Probleeemmmsssss
Huffy McGhee – I love the name Huffy McGhee. Best thing written on this blog so far.
Talking bread with washing up gloves on and smartarse nutritionally over-knowledgeable child. squeezing in the client’s demands has never been so plop. i see the idea and i see that it’s been pummelled into the stuff you find lurking in public lavatory bowls. good on you mum, this ad’s a bum.
I think it’s actually pretty good.
This is awesome!
I love a guy in a costume!
and i hate the name Warren
It works!!
Far more creativity in the comments than the subject matter. I McHunt is crude and childish, but very funny. Thank you.
Oh…the bread ad…the client must surely take responsibility for this embarrassment! To sign off an ad this bad suggests that there is no brand guidelines, no insight, no judgement…in fact no idea. It makes selling carpets look good!