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
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