RESTORING AN ICONIC AUSSIE BRAND TO ITS FORMER GLORY

Praise, an iconic brand in Aussie culture, made famous by its memorable jingle from the 80's and 90's, has launched a new brand platform, 'Give It Some Mayo', taking the brand back to its roots. There are some things in life that just get better when you ‘give it some mayo’. The outside of a grilled cheese jaffle to make it crunchy, in your scrambled eggs to make them creamy and even in your baking to add richness and moisture. But also stories, cricket, netball, singing, beatboxing, piano, inventions, darts, dancing, bottle flip challenges, made-up games and even applying makeup. The list is endless. The new brand positioning sees Praise take rightful ownership of the mayonnaise category, by celebrating all the great things made greater when you ‘give it some mayo’. The integrated campaign launched across TV, BVOD, social, OOH, and podcasts to establish the new platform and repeatability of the catch-phrase.