Praise encourages Australians to be more thankful to the cooks in their lives with new ad
Praise has made a play on its name in its latest campaign, saying thank you to those school sandwich, breakfast and late-night snack makers who often go unnoticed.
The campaign from Richards Rose sees the introduction of new tag line ‘Praise the day’, which is trying to bring moments of gratitude back into the busy lives of Australians.
The campaign features a variety of Praise’s products, including salad dressings and sauces.
Jody Elston, Richards Rose head of strategy, said: “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. 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.”
Rose Milan, Praise marketing manager, said: “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.”
The campaign will be executed across TV, online video, OOH, POS, social, PR and through activations with Junkee Media.
Credits
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
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
Media Agency: Slingshot
Design Agency: Barker Brand Partnerships
