Eating to win: George Weston and Colenso BBDO promote the bread of champions

A number of ads featuring top sports stars often revolve around them needing the very best to perform at their peak (even if it is rugby players needing the very best deodorant, hair care products or, most ridiculously, batteries). But George Weston Foods, Colenso BBDO and Finch have given that advertising cliche a bit of a nudge by focusing on a hardcore four square warrior who is propelled to victory with its new Tip Top Hi-Protein Bread. 

The first TVC replicates the seriousness and attitude of sports performance advertisements but applies it to a simple schoolyard game and, in a world of ad breaks crowded with nutritional messages about kids aimed at mums, this campaign attempts to bring a fresh perspective to help set the brand apart and cut through the clutter.

“Although they won’t always admit it, every parent would prefer their kids are good at stuff, rather than simply participating,” says Andy McLeish, head of planning at Colenso BBDO. “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.”

Don’t tell that to the people keeping football league tables secret in an effort to teach kids that winning isn’t everything.  

“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,” says Steve Cochran, Colenso’s executive creative director. “All it took was some brilliant writing and equally brilliant casting. Matt and Jae both nailed it.”

The campaign kicked off with the ‘Four Square’ spot this week, with a second spot to follow shortly.

Colenso BBDO picked up the George Weston Foods account in late 2013. Previously, the company had shared its brands around a bit, with DDB handling Burgen and Tip Top, Assignment on Big Ben Pies and DraftFCB on Two Hands. But those brands were all shifted into Colenso BBDO


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

Production House: Finch

Director: Jae Morrison

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