Praise has brought back its jingle from the 80s in a revitalised brand platform calling on Australians to ‘give it some mayo’.
The campaign is the first major work by Connecting Plots, appointed in June last year to launch the brand’s sustainability partnership with Saveful.
Connecting Plots’ co-founder and CCO Dave Jansen said the insight that the brand is relatively unknown to younger generations informed their strategy.
He explained how the agency used System One Testing to future-proof the brand and ensure it can continue to grow year-on-year.
“It’s a pretty iconic brand from when I was growing up, made very famous by a jingle that you couldn't get out of your head, but younger people don't know it,” he told AdNews.
The ad celebrates all the great Australian things made better by giving it some mayo, whether it's the outside of a grilled cheese to make it crunchy or the eyeliner you gave the perfect wing on the first go.
Jansen said the tagline, ‘give it some mayo’, was inspired by the slang term which means to make something better or embellish it.
“We got really excited that ‘give it some mayo’ lets us stamp our authority on mayonnaise,” he said.
“It also gives us a nice platform to say that things get better when you put more effort in or embellish something.
“The plan moving forward will be to really hero all the things that are made better when you ‘give it some mayo’ which is really interesting and gives us a lot of stretch.”
The brief from Praise asked the team to review an existing ad and add some new messaging to it.
“We all agreed early on that we're just mayo... we're just dressings... our role in people's lives is really simple,” he said.
“We make stuff taste better, quickly. So we decided to have some fun with that and forget about trying to be overly meaningful to consumers.”
Jansen said it's about identifying what the brand does and what the product gives people without over-promising to consumers.
“It was all about identifying that we just make stuff taste better and we do it quickly and then orientating the brand strategy around that,” he said.
“Then it was all about bringing that to life in a really fun way that goes back to our Aussie roots and is just memorable.”
Goodman Fielder marketing manager Tim Smith said being handed the keys to a brand like Praise is a big honour.
“We have a small window in time to do something that we hope people will genuinely love and remember for decades to come,” he said.
“Praise is the category leader, so we're acting like it and taking the fight to our competitors by focusing on mayo as that's our foundation.”
The campaign has launched across TV, BVOD, social, OOH and podcasts in collaboration with Initiative to establish the new platform and repeatability of the line ‘give it some mayo’.
“It's 1980s and ‘90s style advertising, so in that regard it's out of date, but the memorability of the jingle and the brand was really strong back then,” Jansen said.
“For us it was all about getting back to our roots to be more entertaining and memorable in what we do creatively.
“If you are engaged emotionally with advertising messages, you're more likely to remember them.”
Credits:
Client: Goodman Fielder
CMO & Grocery Business Unit Director: Christine Fung
Head of Portfolio - Grocery: Danielle Walker
Marketing Manager: Tim Smith
Senior Brand Manager: Stephanie Limcauco
Digital Brand Manager: Amay Jain
Activations Manager: Nicole Moore
Media Agency: Initiative
Director, Client Advice and Management: Elle Galipienzo
Partnerships Director: Julian Monty
Strategy Manager: Leah Franco
Investment Manager: Sophie Hobson
Creative Agency: Connecting Plots
Chief Executive Officer: Tom Phillips
Chief Creative Officer: David Janson
Creative Partner: Matt Geersen
Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Client Service Director: Emma McJury
Account Director: Alana Spinelli
Senior Integrated Producer: Katie Harper
Creative Operations Director: Sarah Miller
Design Director: Blair Palmer
Production Company: Infinity Squared
Director: Toby Morris
Executive Producer: Erin McBean
Producer: Nick Mutton
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