Tip Top: I love a toasted sandwich

Tim Burrowes

September 16, 2010 12:25

Ad agency DDB has created an ad campaign inspired by the poem “I love a sunburnt country” to relaunch Tip Top as “Australia’s favourite bread”.

The strategy will see Tip Top positioned as the masterbrand alongside sub brands Sunblest, UPTM and 9 Grain.

The “Ode to Tip Top” campaign – which includes TV, outdoor, print and radio – launches on Sunday. it uses the style and rhythm of Dorothea Mackellar’s famous poem ‘I love a sunburnt country’.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

Topics

ad Advertising bread DDB Matt Eastwood Tip Top

4 COMMENTS

Wisey 16 Sep 10

i too like my bread as soft as breasts…

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OtherAndrew 16 Sep 10

Great initial concept using an iconic piece of Aussie poetry, but the ‘breast scene’ and the naked guy just really missed the mark. No need to try and be edgy here guys – some cliched patriotism-mixed-with-family-values tear-jerking would have been just fine.

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Me 16 Sep 10

Other Andrez, about what naked guy are you taking???

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Anonymous 16 Sep 10

@5:57,

It’s implied nudity (in Austin Powers fashion) at 0:09 and 0:25. You don’t *see* him naked, but it’s kind of like me writing ‘F**k’. Sure, I didn’t spell it out but you still said it in your mind, right? Same thing, you don’t see him naked but you still think ‘naked guy’. Not offensive, just unnecessary and interrupts the tone of the ad.

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