Tough act to follow

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Colenso BBDO and Finch have shot a new campaign for George Weston Foods’ new Tip Top Hi-Protein Bread.

In a world of ad breaks crowded with nutritional messages about kids aimed at mums, this campaign attempts to bring a fresh perspective (kids trying to look and talk like footy heroes) to help set the brand apart and cut through the clutter.

This first TVC, Four Square (which goes to air today) aims to replicate the seriousness and attitude of sports performance advertisements but applies it to a simple schoolyard game.

“Although they won’t always admit it, every parent would prefer their kids are good at stuff, rather than simply participating,” said Colenso head of planning Andy McLeish. “And strangely enough, kids also want to be good at stuff, so this campaign is about tapping into both.

“It’s high protein bread for high performance play.”

Colenso ECD Steve Cochran said: “With the insight that kids often take their play as seriously as any professional sportsman, we knew we had a great platform to launch Hi-Protein bread with. All it took was some brilliant writing and equally brilliant casting. Matt and Jae both nailed it.”

A second spot will follow shortly.



George Weston Foods

GM – Marketing & Innovation:  Justin Alblas
Group Senior Brand Manager: Tracey Hawes

Colenso BBDO

Executive Creative Director: Steve Cochran
Head of Art: Mike Davison
Senior Copywriter: Matt Lawson
Head of Broadcast: Jen Storey
Group Business Director: Jillian Stanton


Director: Jae Morrison

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