White bread is a competitive segment of the bread category with no shortage of loaves vying for trolley space. By harnessing the power of the humble oat, without sacrificing on softness or flavour, Tip Top Oatilicious had a unique proposition that made it different to competitors.

Rather than hype up the usual superfood tirade, we created a campaign that took the opposite route by highlighting a few things oats can’t do. This unconventional approach combined with a vibrant set design and irreverent scenarios ensured the Tip Top Oatilicious point of difference connected with the household shopper looking for a healthy alternative.