Tip Top launches new ‘Baked Into Australia’ brand platform and campaign via BMF


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.


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.

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.

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