White bread. Good? Bad?
It really depends on the brand. As Tip Top is the healthiest, fortified sliced white, we created a broad permissibility-based activation platform, by grounding it in the lunchbox occasion.
Truth is no parent really has any idea what is eaten, traded or chucked in the playground bin, but the white bread sandwich is a pretty strong bet.
Tip Top had to stand for something simple, useful, and relatable; start with Tip Top, and build around it to ensure a nutritious lunch. For Mums it was an easy win. With some inspiring creative, the campaign went on millions of packs and created permission for promotional activity.
Know what your brand stands for? We can help work it out.