Tip Top: Good on ya mum... winning hearts AND minds

The white bread category was declining in Australia, facing competition from more "premium" breads. To combat this, Tip Top needed to increase its relevance with busy mothers in order to reverse the decline and regain its leadership of the mainstream bread category from its foremost competitor, Wonder White.

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...

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