Case Study: How Branded Content Reintroduced Tip Top Thins as a Versatile Kitchen Staple

Brand Overview and Campaign Goal
Tip Top Thins, known for their light, health-conscious profile, set out to inspire shoppers to see it as more than just a bread. The campaign’s goal was to shift consumer perception, positioning Tip Top Thins as more than just a bread alternative for sandwiches. Instead, Tip Top wanted to showcase the product’s potential as a flexible ingredient that could be used across breakfast, lunch, dinner, and snacks. The campaign aimed to inspire grocery buyers to view Tip Top Thins as an essential part of their meal planning by showcasing its versatility through engaging branded content
Audience Challenge
Despite Tip Top Thins’ strong brand recognition, many consumers had begun to see the product as just another bread option, often overlooking its unique qualities and versatility. Grocery buyers were unaware of the diverse ways Tip Top Thins could be used to elevate meals—from simple snacks to creative recipes. This perception gap limited the product’s potential in a crowded market where shoppers have countless choices. To encourage repeat purchases and cement Tip Top Thins as an essential pantry item, it was crucial to educate consumers on how it could fit into a variety of meals and meet their evolving food preferences.
Importance of Branded Content
Branded content was the ideal solution to reconnect with consumers and reframe their view of Tip Top Thins for several reasons:
- Trust: Many consumers needed guidance on how to incorporate Tip Top Thins into their diets beyond traditional uses. Partnering with trusted food and lifestyle publishers allowed the brand to reach shoppers through credible voices they already relied on for meal ideas and inspiration.
- Relevance: To effectively reach consumers, Tip Top Thins needed to engage them in moments when they were open to discovering new meal solutions. Branded content placed Tip Top Thins within contexts where readers were actively looking for recipe inspiration, ensuring that the brand message was delivered at the right time.
- Education: Overcoming consumer skepticism required showing Tip Top Thins as more than just a low-calorie bread option. Through branded content, Tip Top could present recipes and meal ideas that highlighted the product’s versatility, setting it apart from other bread and snack items and demonstrating its value as a creative and adaptable ingredient.
Campaign Strategy: “Thin-k Different”
The “Thin-k Different” campaign aimed to reposition Tip Top Thins as a versatile, go-to ingredient that could transform meals in unexpected ways. By showcasing a variety of creative, easy-to-follow recipes, the campaign encouraged grocery buyers to think beyond traditional uses, making Tip Top Thins a flexible option for any meal or snack.
The content strategy focused on producing evergreen material that could stay relevant year-round, ensuring Tip Top Thins remained top-of-mind for consumers during regular grocery shopping routines. With recipe ideas spanning breakfast to dessert, the campaign encouraged consumers to explore new ways to use Tip Top Thins, making it a flexible option for any meal or snack
A standout component of the campaign was an SEO-friendly cookbook hosted on Mouths of Mums (MOMs), featuring a dedicated navigation hub and 100% Share of Voice (SOV) takeover. This approach kept Tip Top Thins highly visible to family-focused audiences, positioning it as a household staple for meal planning and recipe inspiration.

Multi-Publisher Execution
To maximize reach and relevance, Tip Top Thins partnered with a network of publishers, each chosen to connect with a distinct audience segment. Content was tailored to the unique needs of each group, showing them how Tip Top Thins could add variety, convenience, and creativity to their meals:
1. Help Me: Busy Mums and Meal Planners
Publisher: Mouths of Mums
For busy parents, Mouths of Mums developed an SEO-friendly digital cookbook featuring six recipes that covered breakfast, lunch, dinner, and dessert options. Each recipe incorporated Tip Top Thins in a way that was quick, affordable, and family-friendly, helping parents discover the product’s versatility as an all-in-one meal solution. The cookbook garnered positive engagement, with readers expressing excitement to try the recipes with their families.


2. Health-Conscious Consumers
Publisher: Healthy Food Guide
For health-focused audiences, the campaign featured a content piece in the Healthy Food Guide, highlighting Tip Top Thins’ nutritional benefits alongside three nutritious, easy-to-make recipes. The article emphasized the product’s low-calorie profile and presented new ways to use Thins in balanced meals. The high click-through rate (CTR) to the Tip Top website indicated strong interest from readers eager to learn more about the product’s health benefits and versatile uses.

3. Inspire: SINKS and DINKS
Publisher: The Urban List
Targeting younger adults without children, The Urban List published a listicle in a fun, relatable tone, positioning Tip Top Thins as a foundation for classic Australian recipes and creative meal ideas. This content encouraged SINKS and DINKS to use Tip Top Thins for everything from brunch to dinner, expanding their perception of the product beyond sandwiches. The listicle exceeded publisher benchmarks for views, resonating with an audience seeking convenient and enjoyable meal ideas.
Each publisher brought a unique style and perspective, enhancing the campaign’s overall effectiveness by reaching consumers in ways that felt authentic to each platform’s audience. This multi-publisher approach amplified reach, making Tip Top Thins relevant to a diverse range of grocery shoppers.

Results and Key Outcomes
The “Thin-k Different” campaign successfully drove engagement and repositioned Tip Top Thins as a versatile, valuable choice across all audience segments:
- High Article Views on The Urban List: The Urban List article outperformed publisher benchmarks for views, reflecting strong interest among young adults in the various uses for Tip Top Thins.
- Positive Sentiment and Engagement on Healthy Food Guide: The educational content on Healthy Food Guide generated positive sentiment across social media, with a high CTR to the Tip Top website. Readers appreciated the nutritional focus and were eager to explore the product’s health benefits.
- Active Reader Interaction on Mouths of Mums: Comments on the recipe pages within Mouths of Mums’ digital cookbook were overwhelmingly positive, with parents sharing their excitement about trying the recipes. The cookbook’s success in generating buzz and engagement positioned Tip Top Thins as a versatile, go-to item for families.
Through these partnerships and diverse content formats, Tip Top Thins effectively reconnected with grocery buyers, driving renewed interest and inspiring consumers to see the product in a new light.
Through these partnerships, Tip Top Thins reconnected with grocery buyers, driving renewed interest and engagement
Conclusion
The “Thin-k Different” campaign successfully repositioned Tip Top Thins as a versatile, must-have product in the grocery aisle. By partnering with trusted publishers to deliver credible, educational content, Tip Top Thins was able to reconnect with diverse audiences—from busy parents and health-conscious shoppers to young adults. The campaign’s focus on inspiration and practical education helped Tip Top overcome previous misconceptions and build excitement around the product’s unique potential.
In the competitive FMCG market, where direct advertising often struggles to engage consumers, branded content proved to be a powerful tool. By demonstrating Tip Top Thins’ versatility through creative, accessible recipes, the campaign made a lasting impact on consumers, positioning the product as a reliable, adaptable choice for any meal occasion.