The bread of life: Tip Top and DDB spread the good word on new charity programme

Tip Top bread, a George Weston Foods brand, gained a few fans when chief executive Greg Coffey announced the establishment of its Nourish Our Kids programme on Campbell Live in February. The new initiative is a long-term commitment to work with Kidscan and help alleviate child hunger—and it fitted in nicely with Campbell Live’s quest to bring attention to and create solutions for child poverty. And now it’s promoting the programme with a simple but effective TV ad showing two very different worlds colliding.  

http://www.youtube.com/watch?v=h7Y2iX7F4qEThe TV ad, which was concocted by DDB and shot by Sam Kelly of Flying Fish, transfers between a middle class Kiwi home and a household having difficulty making ends meet, with an invisible transition between the kitchens where two young boys are toasting Tip Top bread (in some ways it’s a similar idea to Campbell Live’s experiment that showed the huge variation in lunches between high and low socio-economic areas). 

“Many New Zealanders don’t realise the daily struggle that lots of families have putting food on the table,”says George Weston Foods general manager marketing, Sandra Geange. “This ad is a small step showing what one Kiwi company is doing to address child hunger by donating bread to kids who need it most. Who knows, maybe it will encourage more companies and communities to get involved in this issue.”

The Nourish Our Kids programme began with the annual donation of 100,000 loaves of bread, delivered weekly to primary and intermediate school children in decile one to four schools across New Zealand (it aims to reach 300 schools by the end of the year and it is estimated the programme will help feed 7,200 kids a day). 

“Tip Top bread has always been about nourishing Kiwis,” Coffey told Campbell Live. “So the KidsCan mission, which is to eliminate hunger in decile one to four schools, really resonates with us. So it’s something that we passionately believe in. As we’ve seen this story develop over the past year or so, we really wanted to get involved. We think we can make a big difference.”


George Weston Foods

Sandra Geange, GM Marketing

Tracey Hawes, Senior Brand Manager

Amber Stanton, Assistant Brand Manager


Executive Creative Director: Andy Fackrell

Creative Director: Chris Schofield

Copywriter/Art director:  Pete Gosselin / Jay Hunt

GBD: Greg Jones

Account Director: Ryan Davies

Account Manager: Louise Earles

Planning Director: Rupert Price

Planner: Jamie Barrett

Producer: Rosie Grayson

Flying Fish

Director: Sam Kelly

Producer: Leela Menon

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