Grocery buyers to add some frills to dinner in new AI-driven Kalettes campaign via Ten Past Ten
Australia’s newest hybrid vegetable is stepping into the spotlight. Created on behalf of Eastbrook Vegetable Farms, the new AI-driven campaign for Kalettes, developed by Ten Past Ten, introduces grocery buyers to the sweet, mild cross between Brussels sprouts and kale.
Set within a playful world of anthropomorphised vegetables, the campaign is designed to earn Kalettes a permanent place on the dinner plate.
The new work positions Kalettes as the newest staple vegetable alongside household favourites like potatoes, carrots and broccoli – all of whom appear as fully realised characters throughout the creative.
Kalettes combine the nutritional power of leafy greens with a sweeter, milder flavour designed to appeal to those looking for new, healthy and convenient options for livening up mealtime.
“The challenge was to make Kalettes feel like they belong on the plate,” says Sarah Luthaus, Managing Director of Ten Past Ten. “We needed Australians to remember the veg as a nutritious, delicious and easy option for everyday meals, so we built a character and a world that felt instantly familiar and would appeal to everyone, including the kids.”
The result is a humorous, engaging and culturally sticky creative strategy.
The campaign combines storytelling with heavily art-directed AI-assisted image generation to bring the vegetable cast to life. In collaboration with award-winning production house, Visualizm, the creative team used AI as a tool for rapid visual exploration and production efficiency – allowing them to build an expansive character universe while overcoming the cost barriers typically associated with high-end character animation and VFX.
“We used AI very deliberately and very carefully,” says Luthaus. “From concept and character development through to scripting and craft, the campaign is still very human. A huge amount of human art direction was involved at every stage. The technology enabled us to push the scale and personality of the campaign much further than would traditionally be possible within budget.”
Says Eastbrook Directors, Scott and Luke Samwell: “We’re excited for the market to fall in love with Kalettes, just as we have. From its flavour and nutritional value to its ease of use and versatility, this campaign does an excellent job of selling the many benefits of the vegetable.”
The integrated campaign will roll out across digital, social and out of home and on air channels in South Australia this winter – with plans to expand the storyline nationally next season.
Client: Eastbrook Vegetable Farms
Agency: Ten Past Ten
Production: Visualizm
Sound design and production: Abe’s Audio
Media: Ten Past Ten
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