'A Grain Of Truth' gave consumers permission to eat bread again, after the carb-bashing media headlines caused by fad diets.

Our strategy included partnering with leading dietitian, Dr. Joanna McMillan, and the Grains and Legumes Nutrition Council to educate media and bloogers on the health benefits of eating bread.

We hosted consumer advocacy group, Choice, at the Tip Top Bakeries HQ, demonstrating such popular queries as that Aussie bread is made without additives, and why supermarket loaves are square. Hint: it's because of the shape of the tin!

The campaign drove mass awareness, with supermarkets jumping on board to celebrate the category and put sandwiches back on the lunchtime agenda - yum!