After almost 25 years, one of the most famous Australian jingles is making a comeback to TV in a brand new advertising campaign to celebrate Aeroplane Jelly’s 90th Birthday.
Recognised as one of the catchiest jingles and listed in the National Film and Sound Archive (NSAFA), the nostalgic ‘I Like Aeroplane Jelly’ song and original 1960 advertisement featuring the famous brand icon, ‘Girl On A Swing,’ has been recreated with a modern twist.
The campaign was developed by Communicado alongside Ross Creative Counsel not only to celebrate Aeroplane Jelly’s significant milestone and rich history but also to promote its position as an iconic Australian brand and a celebration staple enjoyed by millions for more than four generations.
McCormick Foods Head of Marketing and Innovation, Karen Marshall said, “Our brief to Communicado was to reinvigorate the magic, passion and relevance of our McCormick Foods’ brand, Aeroplane, and grow awareness in its 90th year to become synonymous with life’s moments of celebration, big and small.
“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.
“Since 1927, Aeroplane has been a family favourite for special occasions. From birthday parties to Christmas trifles, we still receive so many letters from consumers telling us that they grew up with the brand, how much they love our products and that now their children and even grandchildren love Aeroplane Jelly too,” Karen Marshall said.
Jason Ross from Ross Creative Counsel explains, “Clearly the strongest memory of the brand is the song. And with 90 years of history and investment it would be commercially irresponsible to walk away from it. So we re-created the original campaign, leveraging the brands memory structures.”
Produced by production company Guilty, the advertisement begins with the original ad followed by generations of Australians swinging and singing along to the jingle in scenic locations throughout Australia.
The 30 second TVC launched in conjunction with weather crosses from the brand’s PR launch event on Channel 7’s Sunrise on the 15th of February and will air for six weeks. This will be followed by a Christmas version set to air from November 2017 in the lead up to Christmas.
Just one component of a comprehensive integrated marketing campaign, the campaign theme, ‘Swinging Celebration,’ is also being amplified across multiple touch points. This includes a Nickelodeon Sponsorship program, PR activations with FREE chair-o-plane rides in Sydney and Melbourne as well as “always on” social media and digital campaigns.
With a spotlight on sweet moments of the brands history, digital activities will include the release of a commemorative cookbook featuring nostalgic classics such as Frog In A Pond, Trifle and Flummery. Aeroplane will also be encouraging Australians to share their own jelly stories and favourite family jelly recipes on the Aeroplane Jelly Facebook page.
The brand’s 90th Birthday program will also extend to in store activity including the launch of limited edition collectable Aeroplane Jelly packs in the four most popular flavours.
Coinciding with the brand celebrations, Aeroplane is also expanding its dessert repertoire with innovative new products ideal for party fun including new Glitter Jelly which will be promoted alongside the TVC.
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