BMF and Tip Top build a platform to deliver ‘Mum Song Dedications’.
Using the most iconic element of the Tip Top brand – the ‘Good on ya mum’ song – George Weston Food’s (GWF) and BMF are giving people across Australia the chance to create a personalised Tip Top ‘Good on ya mum’ song.
For the first time ever the famous jingle has got a digital revamp, allowing it to be dedicated to each and every mum across the nation.
Following a fun, four-step process the interactive microsite invites you to pick your melody, beats, effects and lyrics to create a unique compilation. Each suggested lyric captures the qualities of everyday Australian families, and conjures fond memories of childhood. Anyone can then thank their mum by sharing her song via Facebook, in an email, or even with a Twilio* phone call, so mum can be surprised and hear her dedicated song.The campaign is also being supported by in store promotion, out of home posters, TV, radio and PR.
Tip Top bakes over one million products for families’ every day and ‘Mum Song Dedications’ is designed to honour all of the pieces of toast, lunchbox sandwiches, birthday fairy bread and weekend sausage sizzles that have been made by mum.
Group Marketing Manager, Justine Cotter comments: “Aussies have grown up singing along to Tip Top’s ‘Good on ya Mum’ jingle, making it one of the most recognisable tunes in the country. The jingle celebrates the effort mum goes to for her family and we are excited to provide an interactive platform that allows Aussies to create their own unique, personalised, and meaningful song to dedicate to their mums.”
The Tip Top Mum Song Dedications is available now. So, jump online and create your very own song to say, Good on ya Mum!
Creative Agency: BMF
Executive Creative Director: Cam Blackley
Creative Director: Justin Ruben
Art Director: Janet Szabados
Copywriter: Katie Moore
Head of Interaction Design: Nev Fordyce
Interaction Designer: Rhys Edwards
Digital Designer: Matthew Hughes
Executive Digital Producer: Jo Cooper
Digital Producer: Simon Hodgson
Project Manager: Jayde Morgan
Planning: Emily Field
Print Producer: Jane Gower
Art Buyer: Tania Sinovcic
Content Producer: Caro Wallace
Music & Sound Production: Lukas Farry @ Sound Reservoir
Group Account Director: Kura Tyerman
Account Director: Kelly Howard
Account Manager: Chris Hill
Client: Larissa Prasad and Candy Wong
PR Agency: Frank PR
Media Agency: Carat
Packaging, BTL and OOH Creative: Saltmine Design Group