Proximity supercharges Tip-Top Supersoft

George Weston Foods, via Proximity NZ, has launched an energetic new campaign that shows how much kids can pack into their day with the help of Tip Top Supersoft… and their very own personal assistant. 

Tip Top Supersoft is New Zealand’s market leading white bread and a brand that has been trusted for well over sixty-five years to become the go-to fuel for busy families; kids love the taste and parents love the convenience. It’s been a rare and harmonious balance. 

As eating habits change, Proximity was briefed to develop a positioning that reinforces Tip Top Supersoft’s trusted role in helping parents help their kids’ to thrive. With research revealing New Zealand parents are motivated to give their kids the best foundation for their future, the super-soft bread that supercharges kids’ potential became the cornerstone of the strategy.

The campaign playfully talks to both kids and parents and shows what an empowered young mind can achieve with support from their personal assistant, aka Mum. It’s a kid’s life reimagined in a grown-up’s context.

James Mok, CCO Proximity NZ says: “We want parents to believe their kid’s need the best fuel to help them thrive so we represented their kid’s busy lives as something all adults can relate to. A brilliant performance by a wee 9-year-old girl gave the campaign all the energy we needed. Finding the right talent was a magical ingredient.”

Victoria McCrea, GM Marketing GWF Baking NZ says: “With Tip Top bread being in so many Kiwi homes how we communicate and tap into Kiwi families is important. Proximity pushed us as a team on this creative in terms of nailing our insight to underpin it, and trusting them fully around the production process and we are very proud of the final product.”

The campaign was directed by Steve Saussey through Eight Productions, and is currently rolling out across digital video, broadcast and OOH.

Credits

Client: George Weston Foods
Product: Tip Top Supersoft
GM Marketing and Innovation Baking Division: Victoria McCrea
Group Brand Manager Baking Division: Scott McKinnon
Senior Brand Manager – Tip Top: Kate Abercrombie
Creative Agency: Proximity NZ
Director: Steve Saussey
Production Company: Eight Productions
Photographer: Simeon Patience
Music: Miller Yule
Media Agency: OMD
Social Agency: Fuse
Research Agency: FiftyFive 5

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