http://www.bandt.com.au/news/tip-top-s–good-on-ya-mum–makes-a-comeback

Deepend gets another mention on B&T

Australian bread brand Tip Top is bringing back its iconic ‘Good on ya Mum’ jingle after a ten year hiatus.

The jingle, which featured in Tip Top ads throughout the 1970s, 1980s and 1990s, will return to TV screens today as part of a new integrated above and below the line campaign.  

John Wardley, marketing & innovation director of Tip Top told B&T that the resurrection of the jingle was intended to stimulate emotional connections with the brand and help it cut through a cluttered and competitive bread category.

"All the noise in the category has been about discounting – pretty much everything but emotional connection with the consumer", said Wardley. "That’s really what the idea of ‘Good on ya mum’ is about – an emotional connection with the consumer. It’s also about real differentiation. This jingle is obviously linked with Tip Top, only Tip Top can own it and it couldn’t be confused with any other brand, so it’s a truly differentiating marketing icon that we have."

Over the last decade George Weston Foods redirected its marketing energies into promoting a range of sub brands. The re-deployment of ‘Good on ya mum’ signals a long term reinvestment in its flagship brand.

"The company was on really more of a sub brand strategy, so it was really supporting the brands under Tip Top – Sunblest, Nine Grain, etc. The feeling now is that the power is in the Tip Top brand. If you look at the equity of the Tip Top brand relative to any other brand in the category, whether its our sub brands or the competitor brands, Tip Top is a way stronger brand," he told B&T.

Created by DDB Sydney, the new TVC and radio will feature the ‘Good on ya mum, Tip Top’s the one, Good on ya mum’ tagline, but has been updated and refreshed to reflect the mum of today with a nod to the role of dads. The TVC features children performing in a school play serenading their mums and dads with their own version of the catchy tune.  

The campaign will include TV spots, a radio campaign which will roll out across the remainder of the year, retailer point of sale, PR and social media, including the launch of a Tip Top Facebook page.  

Credits: client Tip Top, agency DDB Sydney, media agency Mitchells, digital agency Deepend, PR Frank PR