Richards Rose And Goodman Fielder Unveil New Campaign For Praise

Richards Rose And Goodman Fielder Unveil New Campaign For Praise

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

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