Australian brand Praise has unveiled a new platform and campaign as part of its brand relaunch, titled 'Give It Some Mayo', marking the first major work for Praise by Connecting Plots, which was appointed in June 2023.

The campaign is part of a broader strategy to solidify Praise's position as a category leader and reconnect the brand with its origins.

The 'Give It Some Mayo' campaign has been launched across various media channels including TV, BVOD, social media, out-of-home (OOH), and podcasts with media agency, Initiative. The campaign aims to make the brand more recognisable to younger generations.

The campaign was developed using insights from System 1 Testing, a tool used to future-proof brands with a younger audience and were "instrumental" in shaping the campaign.

Christine Fung, Goodman Fielder CMO, said: "There are some things in life that just get better when you ‘give it some mayo’." This statement encapsulates the essence of the campaign, which seeks to inject new life into the brand and make it more appealing to a younger audience.

Tim Smith, Marketing Manager at Goodman Fielder, said: "Being handed the keys to a brand like Praise is a big honour."

Dave Jansen, Connecting Plots’ Co-Founder & CCO, described the project as a renovation of the brand: "I think the term ‘renovate’ is spot on. This project has been about getting the brand back to its roots."