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George Weston Foods’ brand, Tip Top, use insight-driven marketing to identify and track emerging shopping trends and pinpoint white space for potential innovation.

Key Results

  • #1  successful TV campaign in the company's history
  • $104M retail sales from new product development over 2 years
  • 2x higher likelihood for product success compared to industry average
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“Using attitudinal segmentation in the community we are able to understand consumers by attitudes over demographics and purchase behaviour… allowing us to have more meaningful customer conversations.”
Alejandro Maggi
Senior Insights Manager – Analytics
George Weston Foods Limited (GWF) is one of Australia and New Zealand's largest food manufacturers employing over 6,000 people across 40 sites.
Consumer Packaged Goods
Australia & New Zealand
Business Type
B2C & B2B
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