Tip Top: driving new usage occasions for Thins

Shoppers looked at Thins and saw a bread, a lighter option for a sandwich, and left it at that. Tip Top needed grocery buyers to see the same product as an ingredient, one that could carry breakfast, lunch, dinner and a snack. A claim will not do that. A recipe might.

A cookbook, a nutrition piece and a listicle, all built on the same bread

The campaign was called “Thin-k Different”, and The recipes were evergreen, so they kept Thins in mind through the regular grocery shop all year. through the regular grocery shop. Three publishers carried it, each picked for a group of shoppers it already feeds.

Mouths of Mums built a digital cookbook for parents planning the week: six recipes running breakfast, lunch, dinner and dessert, each one quick to make and easy on the budget. It had its own navigation hub and a full section takeover, with no other brand present alongside it, and it was built to be found in search.

Healthy Food Guide wrote for readers who check the label: one piece on the nutritional benefits, with three easy recipes built around the low-calorie profile.

The Urban List wrote a listicle for younger adults without children, in a fun and relatable tone, putting Thins under classic Australian recipes from brunch through to dinner. None of the three had to sound like the other two.

Parents wrote under the recipes that they would make them

Comments on the recipe pages within the Mouths of Mums cookbook were overwhelmingly positive, with parents saying they were excited to try them with their families. A view is attention. A parent writing under a recipe that they are going to cook it is closer to a purchase.

The Urban List article was read more than that publisher’s articles usually are. On Healthy Food Guide the piece drew positive sentiment across social media, and the click-through to the Tip Top website was high, which is a reader going to look at the product rather than scrolling past it.

A recipe does what a claim cannot

The shopper met the same bread inside a recipe from a publisher they read for meal ideas. Tip Top could not make that recommendation about itself, which is the reason the publisher made it.

Views, comments, sentiment and click-through are what this one counted. A parent saying they will cook something is not a receipt.