Tip Top highlights the Australian-ness of its Sunblest range in new campaign via Saltmine
Independent visual communications agency, Saltmine has announce its new campaign for the Tip Top Sunblest bread range. Saltmine is a specialist in branding, packaging and communications and drew on all three competencies for the execution of this multi-faceted campaign for Sunblest.
Having previously reinvigorated the iconic and much-loved Tip Top brand via a powerful new Masterbrand visual identity, Saltmine was the perfect partner for the Sunblest brief.
Tip Top Sunblest has a long history in the sliced bread category and its owner, George Weston Foods, saw an opportunity to increase the relevance of the range by telling its strong and compelling provenance story: At Tip Top we believe in the goodness of home grown and made. For generations our family of bakers across the country has been committed to sourcing golden wheat, harvested from our Aussie wheat fields. From Charles the Farmer to Michael the Baker, each Sunblest loaf is made by Aussies for Aussies. We’re closer to home than you think…
The objective of the campaign is to highlight the Australian-ness of the Tip Top Sunblest range, while giving consumers the reassurance of quality, a sense of ownership and belonging and the knowledge that they’re buying a product that supports Australian farmers.
At the heart of this campaign is a series of five engaging videos which will feature on premium video and YouTube sites. Saltmine recruited farmers and bakers from across the Tip Top network to showcase their love and passion for the Sunblest product. Those selected became the faces of Sunblest and now feature on packaging, in videos and communication materials. Once chosen, Saltmine travelled the country to film the farmers and bakers to produce the series which brings to life the “closer to home than you think” campaign. Using real Tip Top wheat suppliers along with captivating imagery of their farms, coupled with Tip Top Bakeries’ proud bakers adds a charming authenticity to the campaign.
Packaging was the first element of the project to be designed and the major change was the inclusion of the provenance story on-pack. The design changes were subtle to ensure the range stayed true to the Tip Top Masterbrand and so that loyal consumers could continue to easily find their favourite loaf on shelf. The key communication point was to highlight that each loaf is “Baked in your state with Aussie Wheat”. The new inclusion of photographs of the bakers and farmers on-pack will help build an emotional connection with the range and pull the whole campaign together.
Says Tracey Fox, marketing manager: “We are excited to see this campaign come to life. Tip Top Sunblest has such a wonderful and compelling story to tell and bringing it to life in such an engaging way really sets the range in good stead for the future.”
Says Sara Salter, chief curation officer at Saltmine: “The Sunblest campaign was an absolute delight to work on. Seeing it come together has been exciting. It is a great example of how a strong brand campaign can be executed seamlessly across multiple touchpoints, with one creative agency tasked to drive consistency. We look forward to seeing the campaign in market this month.”
New Tip Top Sunblest packaging and videos of farmers and bakers will be launched from 6th March 2019. Social Media will be activated from 1st April.
Client: George Weston Foods
Head of Brands and Communication: Justine Cotter
Marketing Manager: Tracey Fox
Brand Manager: Alfred Loo
Agency: Saltmine
Chief Curation Officer: Sara Salter
Creative Director: Melissa Brentnall-Dale
Creatives: Belinda Siskoski / Thom Kirwan
Client Service: Belinda Tainsh Morgan / Enza Naffah
Production Company: Shot Box Films
Post Production: Post Box Sydney
11 Comments
oh lordy, this aint gonna do it.
Good to see the agency drew on all three of their specialties to make this…would hate to see what would’ve happened if they’d accidentally left one at home
It’s nice that you’ve give a voice to the souls that have contributed to the brand over the years.
When you look at the product we’ve all grown with Sunblest and Sunblest has grown with us.
They don’t look like paid actors real farmers real bakers I think the BS is stripped away and simply
It’s down to the people that care .
Chief “Curation” Officer? Honestly, advertising plumbs new depths of wank on a daily basis.
I only lasted 22 seconds …
What a waste of money
As being only a Junior Curation Manager right now, it’s reassuring to know there is indeed a career path for someone as unique as myself, to aspire to. I’ve spent many long nights staring into the cold silence of the spinning beachball reflecting back at me as my 8 year old MacBook struggles to load what I hope is a new job listing from a start-up crypto-vegan workwear brand looking for someone who can put their Pinterest expertise to the betterment of cultural evolution in plant-based denim.
No worse than the whole global /associate/ national / chief / creative / executive / director bullshit that most agencies make us swallow
Not that I’m endorsing it
At least with the titles you mentioned they get fired for putting out work like this.
Because at the end of the day, actual people are supposed to watch this.
And it is supposed to give them some sort of feeling about the brand.
My feeling is that this brand does not respect me or my time. Which in itself would be great if it was done on purpose.
But I don’t think that is what they were going for here…
Nice job on the packaging, that 3.5 stars out of 5 is a real selling point…
That’s real white bread advertising, if you catch my drift.
I probably haven’t got the right place .but just recently I have not been able to buy my favourite loaf of bread .I have been to large woolies stores and IGAs and can’t buy Soft multigrain sandwich. only two or three of sunbelts on the shelf of any sort.what is going on are they shutting you out in favour of their own brands. SORRY BUT I DO MISS MY MULTIGRAIN.