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BMF Launches Tip Top’s New Brand Platform ‘Baked Into Australia’

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Tip Top has been part of the fabric of Australian life since 1958. Born, bred and baked for the most Aussie of food occasions, including lunch on the back of a ute during harvest

BMF Launches Tip Top’s New Brand Platform ‘Baked Into Australia’

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.

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Creative Agency: BMF

Chief Creative Officer: Alex Derwin

Creative Director: David Roberts

Art Director: Jane Tjokrowidjaja

Copywriter: Lisa Down

Chief Strategy Officer: Christina Aventi

Head of Planning: Sarah Hood

Chief Executive Officer: Stephen McArdle

Head of Account Management: Richard Woods

Account Director: Victoria Venardos

Head of TV: Jenny Lee-Archer

Agency Producer: Esta Lau

Production Company: Revolver

Director: Stephen Carroll

Production Producer: Sarah Nichols

Post Production: The Editors

Editor: Stu Morley

Sound Production: Otis

Music: Otis

DOP: Lachlan Milne

Photographer: Bantam Productions

Art Buyer: Basir Salleh

Retouching: Evie Hilliar and Rhiannon Jansma

Genres: Scenic, Storytelling

Categories: Food, Bakery

BMF, Tue, 02 Feb 2021 01:51:31 GMT