25 Jun 2018

Spectrum continues to build a Tip Top Social Arm!

Off the back of a relationship with the Golden brand, Sydney based Spectrum Group continues to raise George Weston Foods’ social voice with the addition of much loved Australian brand, Tip Top to their content portfolio. 

The communications and marketing agency is now the lead social partner for GWF‘s beloved bakery brand providing social strategy, content creation, distribution and community management. In addition, Spectrum will manage content for Tiptop.com.au.

Spectrum’s Digital & Campaigns Director, Carrington Brigham said: “We’re ecstatic to nurture our relationship with George Weston Foods and their iconic Australian brands, Golden and Tip Top. Australians love consuming these brands every day and are looking for unique family experiences on social that delight in story ideas from lunchboxes to family fun. Our hungry team meant there was no ‘knead’ (puns intended!) for GWF to look any further for a dedicated social partner”. 

Recent campaigns include ‘Crumpet Crimes’ a straightforward yet light-hearted approach to address consumer behaviour around product quality. The objective was to raise awareness of how to properly store crumpets in the home to improve the consumer experience as it was a hot and humid summer season. Spectrum created a number of social media stories on best practice behaviour for product storage and published across Facebook throughout the warmer and humid months in 2017/18, resulting in a reach of over 100,000 people and over 3,000 reactions, generating 1,000 comments on a small budget.  

And more recently Tip Top will continue to showcase real-time and relevant moments the family can be part of on social media as the brand evolves its product offerings in the new Sandwich alternatives segment, with Tip Top Sandwich Thins.

Spectrum Group continues to evolve their social and content offering with the addition of new social media account wins, including the delivery of a global social media strategy and social content for OpenMarket, an enterprise mobile messaging provider. Spectrum has grown its social team to include more experts in social strategy and community and content management, with Annie Peachman, Varsha Kumar, Charlotte Marsh and Sarah Schicher.

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