“Good on ya mum,” is owned by Tip Top. So when you glue mum’s name to it, you get a powerful brand connection…

…And that’s what BMF is counting on with its Mum Song Dedications.

The interactive microsite gives families the chance to create a personalised Tip Top ‘Good on ya mum’ song in four steps. And Tip Top gets the chance to remind them that it has been baking in Australia for more than 50 years.

Users get to choose melody, beats, effects and lyrics to create their own compilation. Each suggested lyric underlines the qualities of everyday Australian families and childhood memories.

Once a Mum Song Dedication is created is can be shared via Facebook, in an email, or with a Twilio phone call to Mum.

The campaign is being supported by in store promotion, out of home posters, TV, radio and PR.

Creative Credits:

Creative agency: BMF

Executive creative director: Cam Blackley

Creative director: Justin Ruben

Art director: Janet Szabados

Copywriter: Katie Moore

Head of interaction Design: Nev Fordyce

Interaction designer: Rhys Edwards

Digital designer: Matthew Hughes

Executive digital producer: Jo Cooper

Digital producer: Simon Hodgson

Project manager: Jayde Morgan

Planning: Emily Field

Print producer: Jane Gower

Art buyer: Tania Sinovcic

Content producer: Caro Wallace

Music & sound production: Lukas Farry @ Sound Reservoir

Packaging, BTL and OOH Creative: Saltmine Design Group