Tip Top Bakery,
Sandwiches go social.
Role
Social
Motion / Editing
Content Creation
Client
George Weston
Foods
Year
2025
Always-on social that favours real over refined
Approach
I collaborated within a small three-person team to deliver always-on social — focusing on inspiring, food-led recipe content over trends and managing the process from concept creation through to filming, food styling, production and editing.
Always-on social that favours real over refined
@tiptop.bakery Breakfast creations 🐠 Crunchy Tip Top The One Soft White Toast with peanut butter, banana, and apple – a fun start to the school day! 🫧
♬ original sound - Tip Top
@tiptop.bakery Nothing spooky here, just a scarily good sandwich. But bad sandwiches on Halloween? Now that’s a nightmare. 💀🍞 #TipTopBakery #TipTopTheOne #Halloween ♬ original sound - Tip Top
@tiptop.bakery Eggs fried over creamy feta, with smashed avo on a slice of Tip Top 9 Grain 🍞 Simple, fresh, full of flavour, and quick to make! 🥑🍳🧀 #TipTopBakery #FetaEggs #ViralRecipes ♬ original sound - Tip Top
Results thus far
86M
Impressions
38K
Engagements
3.9K
New followers
Elevated social ad campaigns built to launch and grow new products.
Tip Top Australia’s social transformation repositioned the brand for a new generation, shifting from static product posts to a vibrant, recipe-led content ecosystem. A social-first strategy, lo-fi production approach, and consistent video-led format strengthened engagement, deepened community connection, and modernised the brand while staying true to its heritage.
Alongside this, mini social ad campaigns were developed for the Pizza Flavoured English Muffins and Gluten Free range — delivering higher-production shoots, leading concept creation and art direction, and acting as creative lead on set with external stylists, photographers, and chefs.
Apparent
Michelle Turchini
Liam Burn
Jack Caldwell
Jessica Barry
Agency
ECD
Design
Production
Client Service