Goodman Fielder has launched a new creative campaign to refresh its brand strategy for Australian mayonnaise and dressings range Praise.
Created by Richards Rose via an integrated effort with Slingshot and Barker Brand Partnerships the ‘Praise the Day’ campaign is born from an insight that ‘gratitude’ is on the decline, as people increasingly become disconnected in today’s busy world due to time, work, school and tech overload.
Richards Rose head of strategy Jody Elston 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.”
Praise marketing manager Rose Milan 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 run across TV, online video, OOH, POS, social, PR and activations with Junkee Media.
Creative Agency: Richards Rose
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
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
Media Agency: Slingshot
Design Agency: Barker Brand Partnerships
Please login with linkedin to commentpraise
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]
Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]