Giving parent and kids what they wanted from the same loaf.
Tip Top The One - Back to School Integrated Campaign
Parents and kids looked at the same lunchbox very differently.
Parents wanted something they could feel good about putting in it. Kids wanted white bread that tasted good. The opportunity was to show that choosing one didn’t have to mean compromising on the other.
That tension became Healthy Meets Happy — a campaign built around a simple family truth: parents got the reassurance of making a healthier choice, while kids got the bread they already loved.
I worked across concept development, art direction and campaign rollout to turn that insight into a relatable family world across television, retail, digital and social.
Rather than leading with nutritional claims, we let the product sit naturally within everyday family moments — making the benefit easy to understand without having to over-explain it.
Different priorities. One loaf that worked for both.
-
Parents weren’t choosing between good bread and bad bread. They were balancing two equally important needs.
Is it something I feel good giving them? And will they actually eat it?
In a category full of nutritional claims, simply talking about fibre, vitamins and protein wasn’t enough. The more interesting opportunity was in the tension between what parents wanted and what their kids wanted.
The One gave us a way to resolve both: the nutritional reassurance parents were looking for, in the soft white bread their kids already enjoyed.
That became the foundation for Healthy Meets Happy.
Parents got healthy. Kids got happy. Nobody had to compromise.
-
Rather than building the campaign around product demonstrations or nutritional claims, we focused on moments families would recognise from their own lives.
Kids played, laughed and ate without giving the bread a second thought. Parents quietly got the reassurance that they’d made a better choice.
The product didn’t need to dominate those moments. Its role was simply to bring those two perspectives together — making the benefit feel natural rather than something we had to explain.
The result felt less like a product demonstration and more like a genuine slice of family life.
Show the benefit in the behaviour, not just on the pack.
-
The simplicity of Healthy Meets Happy gave us an idea that could stretch well beyond a single execution.
The same tension between what parents wanted and what kids wanted could play out through different family moments, allowing the campaign to move naturally from television into retail, digital, social and shorter-form content.
Rather than creating separate ideas for each channel, we used one recognisable human truth to hold everything together — adapting the execution while keeping the idea consistent.
One insight. Plenty of ways to bring it to life.
My Role
Senior Art Director
Creative Concept Development
Creative Direction & Art Direction
Integrated Campaign Development
TV Commercial
Storyboarding
Shoot Art Direction
Casting & Performance Direction
Photography Direction
Retail Campaign
Digital & Social
Campaign Rollout
-
Lead creative, campaign concept, art direction, shoot direction, food/product art direction, digital and social rollout.
-
Agency: BMF
Client: George Weston Foods
Copywriter: Alister McCann