Sunblest has long been a much-loved family white bread offering, however, the brand has been seeing a year on year decline, During 2019, Sunblest ran a dedicated product campaign, which focussed on provenance and the Aussie bakers behind the famous loaf. State specific packs were created that heroed the individual bakers which drove incremental sales at the time. By 2021, the Tip Top masterbrand took the lead on ATL comms and Sunblest, as a result, got an uplift in sales - proving that with a masterbrand comms lead, Sunblest can achieve similar halo results to that of a dedicated product campaign.

From there, to help manage costs and decline, Sunblest were looking to consolidate the portfolio, consider at a tighter alignment to Tip Top masterbrand and give the pack a refresh at the same time. As part of the new design, AKA looked to giving the sub-band bit more meaning through the use of an ownable asset - the sun motif. The design still had to feel approachable, friendly and targeted towards families whilst sitting comfortably within the Tip Top portfolio.