Tip Top & Golden Crumpet's Case Study - How a Well Placed Campaign Drives Awareness, Brand Recall and Conversions.
How a Well-Placed Campaign Drove Awareness, Brand Recall, and Conversions.
The Case Study
Taking place in Toowoomba and the Gold Coast, the case study ran from mid-June to early August 2024. The objective of the campaign was clear: increase brand awareness and consideration among people aged 18-54 who enjoy baked goods.
To ensure unbiased results, an independent study was conducted by Fiftyfive5 to assess the impact of these ads.
Golden Crumpets – Key Findings
If there is one takeaway from this campaign, is the solidification that stronger the brand, the stronger the recall. Golden Crumpets was featured as a full-back wrap and a portrait wrap on public buses throughout Toowoomba and Gold Coast, and the branding was strong enough to trigger a 63% accurate recall; meaning nearly two thirds of the case study sample spontaneously knew the ad was specifically for Golden Crumpets.
How Did It Work?
- The Colours: The bright yellow and red used in the ads are common across food brands. Red invokes hunger, while yellow evokes happiness and warmth. Together, they create a complementary contrast that stands out. But how do we know it’s not a McDonald’s ad?
- The Logo: The classic “Golden Bakery” logo has remained largely unchanged since its origin, even maintaining its signature crumpet character. In both ads, the logo was centrally placed and paired with an image of the product, complete with popular toppings. This combination reinforced brand recognition and made the ad instantly identifiable as Golden Crumpets.
- Being Front of Peoples Minds: Strong branding isn’t going to help if people aren’t seeing it. The Golden Bakery campaign was spearheaded by Marika James from GoTransit using data to optimise the ad placement. The Golden Crumpets transit ads were placed exactly where they needed to be to turn the heads of the target market.
As for the conversion, a massive 27% of the people who saw the campaign made a purchase of the brands product. To put that figure in perspective, Webapex reported that based off their data analysis and research, a 2%-6% conversion rate for Google Ads is considered ‘good’.
Tip Top – Key Findings
Tip Top had positive message take outs from the transit ad; with the main points being that:
- The brand uses Australian ingredients
- The brand is made in Queensland.
These points supported the brand’s reputation and connected strongly with the 18-24 demographic, who expressed a stronger emotional connection with the brand.
Tip Top also recorded a huge conversion rate; as 20% of viewers made a purchase from Tip Tops product range and 10% looked up Tip Top’s products online after seeing the campaign.
The Power of Transit Advertising
The results of this campaign highlight the effectiveness of well-designed transit advertising. With high visibility and strong brand elements, transit ads successfully:
- Reinforced brand awareness.
- Increased consumer recall.
- Drove real-world conversions.
For brands looking to get noticed and drive sales, transit advertising continues to be a powerful and cost-effective solution. The success of Golden Crumpets and Tip Top proves that when you put your brand on the road, you put it in front of your audience—every day, everywhere.
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Sources:
- Google Ads Conversion Rate & CPA By Industry [2025]
- GWF
- Tip Top Foodservice – Golden – Golden Crumpets
- Home – Tip Top ® – Baked Into Australia
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