Repositioning an iconic Australian bread brand for a new generation through social-first content and end-to-end creative production.
Tip Top Bakery
Apparent
@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 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
Michelle Turchini Creative Director
Liam Burn Design Lead
Jack Caldwell Producer
Jessica Barry Client Service
Tip Top is one of Australia's most recognised baked goods brands. The brief was to modernise its social presence for a younger, food-engaged audience without losing the warmth the brand is known for.
As the lead creative on the account, I shifted content from static product posts to a recipe-led, video-first content ecosystem. Working across strategy, production and delivery, I developed a lo-fi format that prioritised authenticity and consistency, strengthening engagement and giving the brand a more contemporary feel while staying true to its heritage.
Alongside the ongoing content programme, I concepted and led production on paid social ad campaigns for the English Muffin and Gluten Free ranges, acting as creative lead on set with external stylists, photographers and chefs from concept through to final delivery.