Aeroplane Jelly swings back to TV for the first time in 25 years

Lindsay Bennett
By Lindsay Bennett | 22 February 2017
 

Aeroplane Jelly is bringing back one of the most iconic jingles in Australian advertising is making a comeback to TV after a 25 years hiatus.

In the first ad from the brand since the 1990s, Aeroplane Jelly has released new work to celebrate its 90th birthday.

The spot pays tribute to the nostalgic ‘I Like Aeroplane Jelly’ song, cutting between shots of the original 1960 advertisement, featuring the famous girl on a swing, as well as a cast of modern, multicultural Australians. 

The campaign was developed by Communicado alongside Ross Creative Counsel to celebrate Aeroplane Jelly’s significant milestone and rich history.

McCormick Foods head of marketing and innovation Karen Marshall says: “Our brief to Communicado was to reinvigorate the magic, passion and relevance of our McCormick Foods’ brand, Aeroplane, and grow awareness in its 90th year to become synonymous with life’s moments of celebration, big and small.

“With extremely high recall, Communicado’s concept to reintroduce the Aeroplane Jelly jingle in an advertising campaign with a modern take was the strongest approach to reignite fond memories of the brand, resonate with our consumers and encourage them to celebrate this milestone with us. 

Jason Ross from Ross Creative Counsel explains it would be "irresponsible" to move away from the famous song.

“Clearly the strongest memory of the brand is the song. And with 90 years of history and investment it would be commercially irresponsible to walk away from it. So we re-created the original campaign, leveraging the brands memory structures," Ross says. 

The campaign will run across TV, social, digital and in-store. As part of the launch, the ‘Swinging Celebration’ campaign will also include a Nickelodeon Sponsorship program and digital activities including a cookbook.

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