Triggering Cravings & Brand Recall

The Tip Top Foodservice is a specialist bakery division of George Western Foods, offering baked goods from brands such as Tip Top, Speedibake, Abbott’s Bakery, Golden and Burgen. In 2024, GoTransit was approached to increase the brand awareness for Golden Crumpets and Tip Top among people 18-54.

George Weston Foods (GWF) is one of Australia’s leading food manufacturers, known for baking some of the country’s favourite breads and snacks. Every day, Tip Top bakes over a million fresh loaves, delivered to stores across Australia. From bread and muffins to crumpets and cakes, GWF is all about providing delicious, nutritious products that Aussie families love.

In 2024, GoTransit partnered with George Western Foods to provide bus advertising across South East Queensland. A 4-week study on each of the two brands was conducted to understand how the transit advertising impacted the local community and how people responded to the advertisement. 

The study was independently conducted by fiftyfive5.
fiftyfive5.

This campaign demonstrated strong brand recognition, with nearly two-thirds of respondents correctly identifying Golden Crumpet as the advertiser. Specifically, 63% of participants recalled the brand accurately, while 19% associated the ad with crumpets but did not specify a brand.

Overview

Brand Recognition: 63% correctly attributed the campaign to Golden Crumpet.

Audience Reaction:

• 44% enjoyed the campaign.
• 34% felt it was aimed at them.
• 33% reported feeling better about Golden Crumpet.

Impact:

• 48% of those who saw the campaign took action, with 27% making a purchase.
• Improved perceptions of brand quality and taste.

Key Messages

• Tasty: Emphasised the deliciousness of crumpets.
• Versatile: Highlighted various topping options.
• Never Boring: Positioned crumpets as a more exciting alternative to bread.

Audience Insights

The campaign resonated most with people in Toowoomba and the 35-44 age group, who found it enjoyable and eye-catching.

This campaign achieved strong brand association, with over half of respondents linking the advertisement to Tip Top or its sub-brand, Sunblest. Specifically, 37% of participants recalled Tip Top, while an additional 18% identified Sunblest. These results underscore the effectiveness of the campaign in reinforcing both the parent brand and its sub-brand, demonstrating successful brand integration and recognition among the target audience.

Overview

Brand Recognition: 54% correctly linked the ad to Tip Top or its sub-brand Sunblest.

Audience Reaction:

• 31% enjoyed the campaign.
• 33% felt it was aimed at them.
• 38% reported feeling better about Tip Top.

Impact

• 43% of viewers took action, with 20% making a purchase.
• Enhanced perceptions of product quality and local sourcing.

Key Messages

• Local Production: Emphasised that Sunblest is baked in Queensland using Australian ingredients.
• Support for Local Farmers: Highlighted the use of locally sourced wheat.

Audience Insights

The campaign had strong resonance among younger audiences (18-24), who appreciated the focus on local ingredients and felt a stronger connection to the brand.

“Our client, Tip Top, was thrilled with the targeting options GoTransit were able to offer, and the campaign resulted in a substantial uplift in those harder-to-reach suburbs of regional QLD. Marika and the team were a joy to partner with and really went over and above for us. Thanks again for making it happen.”

Brad Holmes
Senior Client Executive, Carat

Overall Campaign Insights:

• Both campaigns effectively enhanced brand perception and influenced purchasing behaviour.
• Golden Crumpet excelled in brand recall and enjoyment, especially among older audiences.
• Tip Top’s message about local sourcing resonated with younger demographics, boosting brand favourability.
• Low reported frequency of ad exposure suggests potential for increased spend without oversaturation risks.

This campaign demonstrated the effectiveness of Regional Transit Advertising in reaching key audiences, influencing perceptions, and driving real action. With over 40% of viewers taking action after seeing the ads, Tip Top and Golden Crumpets have cemented their place in the minds (and shopping carts) of regional Australians.