Tip Top Social Account
Tip Top is an iconic Australian heritage brand and a household staple since 1949, known for feeding Aussie families for generations. In early 2024, Apparent was appointed as Tip Top’s social agency, tasked with modernising the way the brand connects with audiences online.
Our role was to lead always-on strategy and creative, shifting Tip Top’s social presence from static, product-focused posts into a vibrant stream of recipe-led content. The goal was to reflect the brand’s warmth, personality, and everyday relevance while growing the community, boosting engagement, and ensuring Tip Top’s values came through authentically across every platform.
Our approach centred on creating social-first, recipe-based content that was authentic, budget-conscious, and strategically crafted for growth. To achieve this, we produced the majority of content in-house, adopting lower-production, lo-fi styles that felt natural to social platforms and maximised efficiency.
We also shifted the content mix to over 80% video, ensuring stronger reach and visibility in Explore feeds. Rather than chasing short-lived trends, the focus was on building episodic formats that audiences could return to over time. Series such as Fruit on Bread, How to Wrap a Sandwich, and USP-led product graphics provided consistency while keeping content engaging and fresh.
Each piece of content followed a clear editing formula: opening and closing with the finished product, featuring a product pack shot early, and ensuring every video was appetising, engaging, and unmistakably Tip Top.
I led the end-to-end creative development of Tip Top’s social content. From monthly art direction to recipe ideation, I crafted edit concepts designed to maximise engagement around product launches, cultural moments, and seasonal ingredients. On set, I supported food and set styling, managed lighting and studio setups, and directed filming. In post-production, I was the lead editor and stills retoucher, while also overseeing other editors to ensure consistency and quality across every asset.
We launched Tip Top Bakery’s TikTok presence in January 2025 to connect with younger, food-curious audiences and drive awareness through snackable, recipe-led video. Starting from zero, the account has grown to 1,943 followers and generated over 5 million views across 69 posts in under eight months.
@tiptop.bakery “Avo and bread. That’s all I want.” - Max, age 5. We know who to trust when it comes to lunchbox inspiration 🥑 Give Max’s simple yet nutritious recipe a go, and let us know if your little one loves it too ✨ #TipTopBakery #TipTopTheOne #LunchboxIdeas #HealthyLunch #SchoolLunch #KidsLunch #EasyLunch ♬ original sound - Tip Top
@tiptop.bakery Taco Tuesday, with a Tip Top twist 🌮🌭 Who says you need to have tacos, to have tacos? We’ve made this dish with our Hot Dog Rolls, filling them with Mexican mince, salad and all our favourite toppings. Don't forget the extra guac and salsa! 💃🥑 #TipTopBakery #TacoTuesdayTwist #DinnerIdeas ♬ original sound - Tip Top
@tiptop.bakery If Australia were a pizza, this would be it. ✅ Schnitty, cheese, tomato sauce on Tip Top’s Wholemeal Pizza Base. 🇦🇺 #TipTopBakery #TipTopWholemealPizzaBase #SchnittyPizza ♬ original sound - Tip Top
Credits
Apparent
Executive Creative Director: Michelle Turchini
Art Director, Editor: Liam Burn
Senior Account Manager: Jessica Barry
Senior Producer: Jack Caldwell