Tip Top gives Aussies the chance to say ‘Good on ya Mum’ in new digital platform launch via BMF

This July, Tip Top is celebrating over 50 years of baking for Australian families and has decided to thank its all time unconditional supporters: Mums, with the launch of a new digital platform via BMF.

Using the most iconic element of the Tip Top brand – the ‘Good on ya mum’ song – George Weston Food’s (GWF) Tip Top presents Mum Song Dedications.

The platform gives 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 will also be 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.

Says Justine Cotter, group marketing manager: “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.”

Creative Agency: BMF

Packaging, BTL and OOH Creative: Saltmine Design Group