Top Top has launched its new ‘Baked Into Australia’ brand platform created by BMF, that demonstrates Tip Top is home-grown in every sense – from using Aussie wheat, committing to sustainability and building an authentic connection in the homes of toastie-loving families across Australia.

The campaign visuals push all the sensory cues – the softness of Tip Top’s bread, the vast golden wheat fields that make every loaf possible for the authentic Aussie family to enjoy. A strong reminder that from the first grain to the last crumb, Tip Top is ‘Baked Into Australia’.

Says David Roberts, creative director, BMF: “Tip Top is essential to Australia’s most beloved and humble food traditions. This idea provides a creative platform about more than just products, it’s about all the ways Tip Top is ingrained into Australia.”

Says Tracey Fox, marketing manager, Tip Top: “When BMF presented the ‘Baked Into Australia’ platform, we knew it captured a brand truth capable of strengthening Tip Top’s positioning in Aussie hearts and minds. This first execution shows an Australian wheat farm during harvest, its breathtaking scale reminiscent of the size of Tip Top, shown alongside the small family moments that matter most.”

The masterbrand campaign launches in Australia across TV, cinema, digital and social and also includes a Tip Top Thins suite highlighting this softer and lighter lunch option.