‘There’s always a bit of pressure’: Connecting Plots ‘renovates’ iconic Aussie jingle
Goodman Fielder’s mayonnaise brand Praise has reinvented its iconic jingle from the ’80s and ’90s with a new brand platform via Connecting Plots. Speaking exclusively to Mumbrella, Connecting Plots’ co-founder and CCO, Dave Jansen, and Goodman Fielder’s head of portfolio, grocery, Danielle Walker, explained why simplicity was key to balancing tradition and modernity.
The new brand platform is described to “renovate” the brand to take it back to its roots, revealing a lighthearted approach to convenience in the kitchen. Featuring a new call to arms – ‘Give It Some Mayo’ – the campaign also aims to solidify Praise’s position as a category leader.
“You set the tempo when you’re the leader, you lead by example,” Jansen told Mumbrella. “So that’s the approach here – we’re acknowledging that Praise is the leader and taking that big brand mindset approach.”
Walker added: “That line – ‘Give It Some Mayo’ – is something that’s already used in culture. We’re now just linking the category leader to a line that makes sense, it’s authentic.”
It marks Connecting Plots’ first major work for the brand, after being appointed in June last year.
“There’s always a bit of pressure when working on iconic brands, and for Praise, it was important to respect its history and its roots,” Jansen continued. “But we also needed to think about how we carry that forward and bring modernity into it.”
Balancing tradition and modernity was of the utmost importance for the campaign, as Jansen said, as it hopes to remind older Aussies of the iconic jingle, but also engage a new, younger audience. According to System 1 Testing insights, the brand is highly memorable to the older cohort, but relatively unknown to the younger. ‘Give It Some Mayo’ hopes to change that by embedding Praise into an already popular Aussie saying and connecting the dots.
“Our products are simple, so we wanted to make sure we didn’t overcomplicate things… so to keep it simple, we made sure we championed that playful personality that we’ve earned over the many years,” Walker told Mumbrella.
The campaign features a nod to the old jingle, with some simple sonic branding at the end of the hero TVC.
“Having that at the end of the ad allows it to wrap us back up into those nostalgic roots and see where we’ve come from,” Walker explained. “That older jingle is iconic, so being able to utilise that distinctive brand asset, but in a way that takes us into a more modern space, has been so important.”
The campaign is live across TV, BVOD, OOH, social, and podcasts, with the media plan developed in collaboration with Initiative.
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
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
Media Agency: Initiative
Director, Client Advice and Management: Elle Galipienzo
Partnerships Director: Julian Monty
Strategy Manager: Leah Franco
Investment Manager: Sophie Hobson
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Connecting Plots
Danielle Walker
Dave Jansen
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Praise
Thats a bit messy – I like the line give it some mayo, and I like the idea of bringing back the old jingle. But neither have been done well and it ends up in no mans land. Should have committed to one or ther other – both are good ideas.
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