Proximity shows what oats can’t do

George Weston Foods and Proximity NZ have created a series of quirky videos to promote Tip Top Oatilicious, the soft white bread made with oats – the wonder health food of the moment.

White bread is a highly competitive segment within the bread category with no shortage of loaves vying for trolley space. Harnessing the power of the humble oat, without sacrificing on softness or flavour, makes Oatilicious unique. 

To give the brand distinctive cut-through, rather than hype up the usual superfood tirade, the campaign idea takes the opposite route by highlighting a few things oats can’t do. The unconventional approach combined with a vibrant set design, irreverent scenarios and voiced by the irrepressible Te Radar, ensure the Oatilicious point of difference connects with the household shopper looking for a healthy alternative.

James Mok, CCO at Proximity NZ says: “It’s been great working on a product that has such a distinct point of difference to its competitors. The sharp proposition gave us license to dial up the fun and character in our ideas. The result was as unique as the bread and loads of fun to produce. Kudos to the team at GWF who really embraced the need to break convention to help Oatilicious stand out.”

Victoria McCrea GM Marketing at GWF Baking NZ says: “Tip Top Oatilicious delivers the deliciousness of white bread with the goodness of Oats and the Proximity team have delivered us a campaign to support this that breaks category advertising norms and goes against the grain…or in this case the Oat! We couldn’t be happier with the results.”

The campaign was directed and shot by Troy Goodall through Match and is currently live across digital video and broadcast.


Client: George Weston Foods
Product: Tip Top Oatilicious
GM Marketing and Innovation Baking Division: Victoria McCrea
Group Brand Manager Baking Division: Scott McKinnon
Senior Brand Manager – Tip Top: Kate Abercrombie
Creative Agency: Proximity NZ
Director: Troy Goodall
Production Company: Match
Music: Miller Yule
Media Agency: OMD
Social Agency: Fuse
Research Agency: FiftyFive 5

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