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
Director: Sam Kelly
Producer: Leela Menon