Tip Top promotes its new Hi-Protein Bread in a new TV campaign via Colenso BBDO and Finch

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Screen Shot 2015-05-22 at 11.31.29 am.jpgGeorge Weston Foods have launched its new Tip Top Hi-Protein Bread with a campaign from Colenso BBDO and Finch.

 

In a world of ad breaks crowded with nutritional messages about kids aimed at mums, this campaign attempts to bring a fresh perspective to help set the brand apart and cut through the clutter.

This first TVC, ‘Four Square’, charmingly replicates the seriousness and attitude of sports performance advertisements but applies it to a simple schoolyard game.

 

Says Andy McLeish, head of planning at Colenso BBDO: “Although they won’t always admit it, every parent would prefer their kids are good at stuff, rather than simply participating. And strangely enough kids also want to be good at stuff, so this campaign is about tapping into both. It’s high protein bread for high performance play.”

 

Says Steve Cochran, Colenso’s ECD: “With the insight that kids often take their play as seriously as any professional sportsman, we knew we had a great platform to launch Hi-Protein bread with. All it took was some brilliant writing and equally brilliant casting. Matt and Jae both nailed it.”

 

The campaign kicked off with the ‘Four Square’ spot this week, with a second spot to follow shortly.

 

George Weston Foods:

GM – Marketing & Innovation:  Justin Alblas

Group Senior Brand Manager: Tracey Hawes

 

Colenso BBDO

Executive Creative Director: Steve Cochran

Head of Art: Mike Davison

Senior Copywriter: Matt Lawson

Head of Broadcast: Jen Storey

Group Business Director: Jillian Stanton

 

Production House: Finch

Director: Jae Morrison