Aeroplane Jelly has returned to Australian TV screens with a new campaign for the first time in 25 years, with an ad to celebrate the 90th birthday of the brand.
The TV ad features the original 1960s version of ‘I like Aeroplane Jelly’, combined with modern Australians singing the jingle
Created by Communicado and Ross Creative Counsel, the ad kicks off with the original black and white ad from the 1960s, featuring a young girl singing the famous Areoplane Jelly jingle on a swing, before quickly switching to her modern-day counterpart in colour. The ad then jumps between various Australians singing the jingle while on tyre swings, park swings and backyard swings.
Karen Marshall, head of marketing and innovation at McCormick Foods said the new campaign aims to “reinvigorate” the “magic, passion and relevance” associated with the brand and “grow awareness.”
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“With extremely high recall, Communicado’s concept to reintroduce the Aeroplane Jelly jingle in an advertising campaign with a modern take was the strongest approach to reignite fond memories of the brand, resonate with our consumers and encourage them to celebrate this milestone with us,” said Marshall.
Jason Ross, Ross Creative Counsel said it would be “irresponsible” to walk away from the brand’s jingle.
The campaign will run for six weeks across TV, social, digital and in-store, and will be followed up by a Christmas version in November.
As part of the launch, the ‘Swinging Celebration’ campaign will also include a Nickelodeon Sponsorship program and digital activities including a cookbook.
Aeroplane Jelly will also push its new Glitter Jelly through the campaign.
Credits:
- Agency: Communicado
- Managing Director – Kerrie Ryan
- Client Services Director – Lucy Houldsworth
- Account Director – Mandy Wilson
- Creative: Ross Creative Counsel – Jason Ross
- Production Company: Guilty
- Director – Edwin McGill
- Producer – Jason Byrne
- Post Production: Manimal Post
- Music: Electric Dreams
- Media: ConsuMedia, Director – Michael Harms
- PR: Market Maker PR – Neredith Comrie
- Branding & Packaging: The Contenders
- McCormick Foods Managing Director, Commercial – Paris Golden
- McCormick Foods Head of Marketing and Innovation – Karen Marshall
- McCormick Foods Brand Manager – Amerul Haq
- McCormick Foods Digital and Integrated Campaigns Manager – Virginia Pullman