Tip Top launches new TV commercial for its ‘Nourish Our Kids’ programme via DDB NZ
DDB NZ has shot a new TVC for the Tip Top Nourish Our Kids programme for George Western Foods.
The TV ad moves between a middle class Kiwi home and a household having difficulty making ends meet, with an invisible transition between the kitchens where two young boys are toasting bread.
Says Sandra Geange, George Weston Foods general manager marketing: “The story is told in a compelling way with an implicit message that small steps can effect big changes and that every loaf of Tip Top bread bought helps support kids who need it most.
“Many New Zealanders don’t realise the daily struggle that lots of families have putting food on the table; this ad is a small step showing what one Kiwi company is doing to address child hunger by donating bread to kids who need it most.
“Who knows – maybe it will encourage more companies and communities to get involved in this issue.”
The Nourish Our Kids programme launched in February, beginning with the annual donation of 100,000 loaves of bread delivered weekly to primary and intermediate schoolchildren in decile one to four schools across New Zealand.
Client: George Western Foods
Sandra Geange, GM Marketing
Tracey Hawes, Senior Brand Manager
Amber Stanton, Assistant Brand Manager
Agency: DDB NZ
Executive Creative Director: Andy Fackrell
Creative Director: Chris Schofield
Copywriter: Pete Gosselin / Jay Hunt
Art Director: Pete Gosselin / Jay Hunt
GBD: Greg Jones:
Account Director: Ryan Davies
Account Manager: Louise Earles
Planning Director: Rupert Price
Planner: Jamie Barrett
Producer: Rosie Grayson
Production Company: Flying Fish
Director: Sam Kelly
Producer: Leela Menon
7 Comments
Great project, love and support the intention but execution is average and misses the mark.
That is not an ‘invisible’ transition, it’s screams transition, where as the contrast between the two households is ‘invisible’…hmmmm.
it’s not the same house?
I hope this wasn’t a “charity” budget. Anything with product in situ isn’t charity in my book.
If not then nice of DDB and client to put their money where their toast crumb encrusted mouth is.
So the second house is in the ’90’s?
so glad someone explained it to me. i just figured the place was being robbed.
Sorry just another example of advertisers using stereotyping of Maori being in the lower Socio-economic layer, no need to parade these images – our people need positive and empowering messages, not “do-gooders” enmeshing entrenched stereotypes. Having said that, great what its doing but couldn’t the bread just be “donated” anyway???