‘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.”
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.