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February 3, 2021 10:06 Tip Top is reinforcing itself as ‘fabric brand’ in Australia, highlighting the home-grown wheat and freshly made bread that are a staple in family pantries. The campaign seeks to create an ‘authentic connection’ with consumers through the appealing visuals of the golden wheat fields and enticing sandwiches. The campaign launches new brand platform ‘Baked Into Australia’, which was devised by BMF. “When BMF presented the ‘Baked Into Australia’ platform, we knew it captured a brand truth capable of strengthening Tip Top’s positioning in Aussie hearts and minds,” said marketing manager Tracey Fox. ADVERTISEMENT “This first execution shows an Australian wheat farm during harvest, its breathtaking scale reminiscent of the size of Tip Top, shown alongside the small family moments that matter most.” ....
February 2 2021, 11:49 am | BY Ricki Green | 7 Comments Top Top has launched its new ‘Baked Into Australia’ brand platform created by BMF, that demonstrates Tip Top is home-grown in every sense – from using Aussie wheat, committing to sustainability and building an authentic connection in the homes of toastie-loving families across Australia.
Tip Top has been part of the fabric of Australian life since 1958. Born, bred and baked for the most Aussie of food occasions, including lunch on the back of a ute during harvest. The campaign visuals push all the sensory cues – the softness of Tip Top’s bread, the vast golden wheat fields that make every loaf possible for the authentic Aussie family to enjoy. A strong reminder that from the first grain to the last crumb, Tip Top is ‘Baked Into Australia’. ....
January 28, 2021 10:42 Tourism Tasmania has recommenced its ‘Come Down For Air’ campaign in New South Wales and Queensland after almost a year of the state being closed off to tourists from Australia’s east. The $2.35 million revival will be running until 30 June and support tourism operators in Tasmania as they emerge from their disrupted summer season and head into winter. ‘Come Down For Air’ launched in 2019 from creative agency BMF and Clemenger BBDO Sydney, which holds Tourism Tasmania’s digital account. After being put on hold due to COVID-19, the campaign recommenced Victoria, South Australia and Western Australia in mid-January. Activity also began in New Zealand on 17 January, the first time Tourism Tasmania has advertised in the country in 10 years. ....
December 14 2020, 2:30 pm | BY Lynchy | 10 Comments Clemenger BBDO, Melbourne has been named Campaign Brief Australian Advertising Agency of the Decade, after being consistently placed in the top 5 of Campaign Brief’s annual Hot + Cold Chart every year. During the decade Clems won the Campaign Brief Agency of the Year title five times: in 2011, 2012, 2013, 2015 and 2017.
Says Clemenger BBDO Melbourne creative chairman James McGrath: “As the only truly Creatively focussed platform in the country, CB AOTD is such a humbling and wonderful accolade. “It’s Campaign Brief’s continuity and rigorous creative representation over the decade and beyond that makes a title like this so extraordinary.” ....
Rexona, whose parent company is Unilever, says it has begun the process of trademarking “pit-vertising” as it seeks to find fresh space in a format of the game already awash with branding. Players shirts are littered with sponsors’ logos, but umpires’ attire has until now been largely free of advertising. The underarm logos, which will feature the name of the product underneath its trademark tick, will be on display for the first time when the 10th season of the BBL gets under way on Thursday night with a match between the Hurricanes and Sixers in Hobart. Twenty20 cricket is no stranger to innovation, in the game itself or the environment in which it is played, and the use of armpits for product placement is believed to be a world first in sport. ....