Tip Top: Good on ya mum… winning hearts AND minds
Entry Number: 8
Agency: DDB Sydney
Advertiser: George Weston Foods
Author: Russ Mitchinson
Total Campaign Expenditure:$5 – 10 million
Strategic communications challenge
White bread's just bread, just bread…isn't it? Bread is one of the lowest involvement categories we shop. Bread's the 'staff of life', a staple, always there…like air. White bread was becoming increasingly irrelevant, as the total category was premiumised with the introduction of 'fancier' breads such as Sourdough and Ancient Grains. White Bread's increasingly seen as a commodity, a distress shop…grab a loaf...