Aeroplane Jelly launches first new ad in 25 years to celebrate 90th anniversary

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.”

“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

Zoe Samios

Zoe Samios worked at Mumbrella between 2016 and 2019, finishing up as senior media reporter in March 2019.

topics Advertisingadvertising campaignAeroplane JellyCommunicadoRoss Creative Counsel

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Comments: 2

Hi 22 Feb 17

Jason fucking brilliant to see you out and about. You’re a top creative and a top bloke. This is nicely handled work.

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Anonymous 4 Aug 17

My mother Moya Schweickle told me that there were two versions of the Aeroplane Jelly song. She said that my father, Fred Schweickle, aka Fred Switely, Sydney trumpeter and bandleader played in the version where the trumpet was clearly heard. This was the version that was played more frequently on the radio. Fred and his band played for the 1937/1938 version at radio 2SM and later for 2UE with Les Daley as announcer. Fred also played a jazz version for Les Daley in a broadcast at 2UE.

David Schweickle

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