The campaign, created by Richards Rose, was born from an insight that ‘gratitude’ is on the decline.
Goodman Fielder launched a new creative campaign on Sunday to refresh its brand strategy for Praise - Australia’s number 1 mayonnaise and dressings range.
Created by Richards Rose via an integrated effort with media by Slingshot and design by Barker Brand Partnerships the ‘Praise the Day’ campaign is born from an insight that ‘gratitude’ is on the decline, as people increasingly become disconnected in today’s busy world due to time, work, school and tech overload.
“We found a simple human truth that Australians underestimate the power of being thankful for the food we love and the people who do a lot for us," Richards Rose head of strategy Jody Elston says.
"Praise’s meaningful brand name and ubiquity gave it permission to play in this space – there was a mass of feeling built up over its long history just waiting to be unlocked.”
An ode to the people that make enjoyable food every day for their loved ones is interweaved with a variety of different Praise mayos and dressings that help bring the food and occasions to life.
“The campaign helps to remind people of the power of saying “thank you” whether that be for a humble sandwich with mayo that goes into the kids lunch boxes, or a dash of aioli on a late night burger that makes watching the footy finals even more enjoyable," Praise marketing manager Rose Milan says.
The campaign will run across TV, online video, OOH, POS, social, PR and activations with Junkee Media.
Credits
Creative Agency: Richards Rose
Production Company: McFly
Director: Jonathan Nyquist
Sound Studio: Rumble
Client: Goodman Fielder
Head of Marketing: Christine Fung
Marketing Manager: Rose Milan
Marketing Consultant: Matt McInnes
Creative Agency: Richards Rose
Creative Director: Simon Edwards
Senior Art Director: Sean Cleary
Head of Broadcast and Content: Tanya Hairman
CEO: Digby Richards
Head of Strategy: Jody Elston
Account Director: Christine Lyall, Caity Higgins
Media Agency: Slingshot
Design Agency: Barker Brand Partnerships
