Back to School is one of grocery's most competitive shopping moments, with families making bigger basket purchases and brands competing for attention. PMG partnered with Tip Top to create a shopper campaign that would drive purchase consideration and encourage repeat purchase throughout the promotional period.
Grounded in IMI shopper insights, we developed a promotional strategy centred around a simple, high-frequency mechanic: Win $100 Every Minute. The campaign was designed around proven shopper principles, balancing ease of entry, compelling prize frequency and clear communication to maximise participation at shelf.
From strategy through to execution, PMG delivered the complete campaign including creative development, promotional mechanics, packaging, POS, campaign photography, a custom microsite and digital experience, creating a seamless shopper journey from shelf to entry.
The result was a national campaign that transformed an everyday bread purchase into a compelling reason to choose Tip Top The One.
