Tip Top – Interactive Campaigns at their best

Perhaps one of the - dare I say - cutest campaigns to have been released in awhile, Tip Top Australia, (who, according to Bandt, bake over a million products for Australian families everyday) has developed a new spin on its age-old jingle – 'Good on ya Mum.'. The campaign stems from a website called 'Mum Song Dedications', which allows you to customise your own Good on ya Mum' song.

(Source: Bandt.com.au)

Although a visit to the above mentioned website would be recommended to really get a feel for the campaign, it’s not hard to imagine how effective such an approach would be when the jingle has had such a long standing presence in the mind of the Australian consumer.

As mentioned by the Group Marketing Manager of Tip Top Australia, "Aussies have grown up singing along to Tip Top's 'Good on ya Mum' jingle, making it one of the most recognisable tunes in the country. The jingle celebrates the effort mum goes to for her family and we are excited to provide an interactive platform that allows Aussies to create their own unique, personalised, and meaningful song to dedicate to their mums."

Once you've created your mum song dedication on the website, you're then able to share this directly with your mum through social media (if she's on Facebook, like unfortunately mine is), email or using a Twilio phone call.

In terms of engagement, I can really see the potential for this campaign to raise the digital awareness of a brand that perhaps we would find little reason to follow online. Baked goods like bread are generally low involvement, so as a brand in this product category it would take exceptional effort (and creativity) to really tap into a key insight, and raise the existing level of consumer involvement. Tip Top seems to have got it right in this campaign, as in thanking our mums for their efforts in raising us. Tip Top also brings to light its own involvement in this process; not only are we thanking mum, but we’re also thanking Tip Top for its presence in our households over the 50 years of its operation.

All in all it's a clever approach to re-vamping something that has worked well for the brand in the past, and it'll be interesting to see how well the Australian public receives it as the campaign starts to gain momentum.

Create your own song dedication here. 

Salil Kumar
Current student in the Master of Marketing program at the University of Sydney Business School