Praise encourages Aussies to ‘give it some mayo’ in new brand platform via Connecting Plots

Praise has relaunched its brand, with a revitalised brand platform that calls on Aussies to “give it some mayo”, developed by Connecting Plots.

Praise, an iconic and nostalgic brand in Aussie culture, made famous by its memorable jingle from the 80’s and 90’s, has launched a new brand platform, taking the brand back to its roots.

The brand’s advertising from previous decades reveals its lighthearted approach to convenience in the kitchen, made distinctive by a jingle that remains in the minds of many Australians 30 years later.

A new call to arms – ‘Give It Some Mayo’ solidifies Praise’s rightful claim as the category leader and takes the brand back to its origins, by celebrating all the great Aussie things made even better by ‘giving it some mayo’.

“There are some things in life that just get better when you ‘give it some mayo’,” says Goodman Fielder CMO, Christine Fung. “The outside of a grilled cheese jaffle for added crunch, your scrambled eggs for extra creaminess, even in your baking to add richness and moisture. But it’s not just food – think stories, cricket, netball, singing, beatboxing, piano, inventions, darts, dancing, bottle flip challenges, made-up games, and even applying makeup. The list goes on. The platform has legs, and this campaign is the first chapter in a new, fun-loving era for Praise.”

The brand campaign is the first major work for Praise by Connecting Plots, who were appointed in June 2023, launching Praise’s sustainability partnership with Saveful.

“Being handed the keys to a brand like Praise is a big honour,” says Tim Smith, Marketing Manager at Goodman Fielder “We have a small window in time to do something that we hope people will genuinely love and remember for decades to come. Praise is the category leader, so we’re acting like it and taking the fight to our competitors by focusing on mayo as that’s our foundation.”

Connecting Plots and Goodman Fielder used insights from System 1 Testing to future-proof the brand with a younger audience. While the brand remains highly recognisable and memorable to older Australians, it’s relatively unknown to younger generations. This work aims to change that by owning and embedding an already popular Aussie saying and connecting it back to the benefits of Praise.

“I think the term ‘renovate’ is spot on. This project has been about getting the brand back to its roots,” says Connecting Plots’ Co-Founder & CCO, Dave Jansen. “There’s a simplicity to our approach. We all agreed early on that we’re just mayo… we’re just dressings… our role in people’s lives is really simple. We make stuff taste better, quickly. So we decided to have some fun with that and forget about trying to be overly meaningful to consumers.”

The campaign has launched across TV, BVOD, social, OOH and podcasts in collaboration with media agency, Initiative to establish the new platform and repeatability of the line “give it some mayo”.

Client: Goodman Fielder
CMO & Grocery Business Unit Director: Christine Fung
Head of Portfolio – Grocery: Danielle Walker
Marketing Manager: Tim Smith
Senior Brand Manager: Stephanie Limcauco
Digital Brand Manager: Amay Jain
Activations Manager: Nicole Moore

Creative Agency: Connecting Plots
Chief Executive Officer: Tom Phillips
Chief Creative Officer: David Janson
Creative Partner: Matt Geersen
Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Client Service Director: Emma McJury
Account Director: Alana Spinelli
Senior Integrated Producer: Katie Harper
Creative Operations Director: Sarah Miller
Design Director: Blair Palmer
Production Company: Infinity Squared
Director: Toby Morris
Executive Producer: Erin McBean
Producer: Nick Mutton

Casting Director: Stevie Ray, McGregor Casting

Media Agency: Initiative
Director, Client Advice and Management: Elle Galipienzo
Partnerships Director: Julian Monty
Strategy Manager: Leah Franco
Investment Manager: Sophie Hobson