Dolmio reclaims family dinnertime with the Dolmio Pepper Hacker via Clemenger Sydney
Dolmio has today announced its new campaign to reclaim family meal times from the over use of technology at the dinner table with the launch of the Dolmio Pepper Hacker via Clemenger BBDO, Sydney.
Responding to research[1] investigating Australians’ dependence on technology, which found that two thirds of Aussies households report arguments from over use of technology at dinner, and four out of five (78%) saying it should be banned at the table, the new Dolmio campaign seeks to help more families connect at dinner time with the Dolmio Pepper Hacker.
Aside from seasoning your spaghetti, the Dolmio® Pepper Hacker has another very unique secret feature. With one twist the seemingly normal pepper grinder will power down TVs, shut off Wi-Fi and mobile apps, taking away the dinner time distractions.
To demonstrate how families connect when they disconnect, Dolmio® provided frustrated Aussie mums with a Pepper Hacker to help them reclaim dinner time and stop technology commandeering their family time. Dolmio® secretly filmed the reactions of the technology obsessed families once their tech was switched off and dinner was served.
All agencies involved in the new Dolmio campaign are: Clemenger BBDO Sydney, Pollen, Starcom and Ogilvy PR.
Says Richard Stear, marketing director at Mars Food Australia: “We believe that meals shared with family and friends are often distracted by the very technology that is supposed to bring us closer together, so we’ve created the Dolmio Pepper Hacker to help connect us with the people in front of us.
“The Dolmio Pepper Hacker might not be available to every household yet but we believe that our experiment perfectly shows that once you disconnect from your technology at the dinner table you can really connect as a family.”
Says Paul Nagy, executive creative director, Clemenger BBDO Sydney: “I have three daughters, aged four to 13, and I can tell you that the more connected the world is, the more disconnected we are at home. If I’ve got a problem with my iPad, I hand it to my four year-old to fix it for me.
“Dolmio wanted us to reconnect families at dinnertime, so naturally we crossed a pepper cracker with something like an EMP (one of those electromagnetic gadgets George Clooney used in one of those ‘Oceans’ movies that knocks out anything technical) and created the Dolmio Pepper Hacker. Seriously, we did. One turn of the grinder and you don’t just get a sprinkle of pepper – you get 30 minutes of tech-free, uninterrupted family time – whether they like it or not. Having used it at home for a couple of weeks now, I can whole-heartedly say it is one of the greatest things I’ve ever been a part of creating. Dinner time is fun again.”
Technology distractions span far beyond the traditional family setting too, ruining mealtimes for millions of Aussies. The research also highlights that one in three people have been involved in a technology tiff around phone usage during a meal with a partner. Furthermore, more than twice as many men admit they have been told to put down their phone during a meal by their partner compared to women (22 per cent versus 9 per cent).
Executive Creative Director: Paul Nagy
Creative Director: Luke Hawkins
Creative Director: Ben Smith
Lead Creative: Hadleigh Sinclair
Lead Creative: Jack Delmonte
Head of Creative Technology: Brendan Forster
Planning Director: Kit Lansdell
Group Account Director: Madeleine Marsh
Account Manager: Nick Alcock
Head of Integrated Production: Denise McKeon
Content Producer: Annabel Jewers
Content Director: Robin Sung
Content Editor: George Tyler
Sound Editor: Ant Tiernan
Head of Craft: Tim McPherson
Senior Designer: Dan Mortensen
Social Planner: Toby Clark
Additional Creative Team: Tom Russell, Katrina Jarratt
Tech Production Partner: Pollen
PR: Ogilvy PR
Media: Starcom
[1] Research conducted by Pure Profile and commissioned by Dolmio in March 2015, surveying 1015 Australians
27 Comments
This is great. Top stuff lads!
This is great. Top stuff lads!
are clems just focussing on these little one off tech projects that don’t really go anywhere – its cute but so what. its not going to change anything. Wouldn’t Dolmio prefer a proper campaign that makes a difference to the masses???
Saw this on The Project the other night. Brilliant.
Two years ago the tech was used in a couple of campaigns, the criticism at award shows were that it was never mass marketed and felt like a scam. https://www.youtube.com/watch?v=PRgkQpqV56I
Good luck with it, but anything that’s not getting mass production is the equivalent of a print ad that never runs.
http://www.digitalbuzzblog.com/polar-beer-cell-phone-nullifier/
@… said what advertising agencies are producing mass-market products these days? An example?
If this actually works I see I HUGE potential for a compromised data network giving out data that the user may consider very private. Of course it will be marketed as a useful item just like everything else is.
It pains me to say this but well done Clems. This is great.
Great idea that has certainly got the internet talking.
Do people with young kids often have family dinners in bars?
Cracker of an idea. Saw it on Sunrise this morning and desperately want one for myself.
Well done Robin.
you’ll have to wait a little longer as this is obviously a one off trying to impress the judges at Cannes.
As an idea, the whole tech-override thing has been overcooked.
That aside, at first I thought, this will be shit, another app to solve all your problems?
Then I saw it was a pepper cracker, not an app. Thought ‘Genius!’. Great tie in.
But then I found out it’s only a prototype, they haven’t produced it. Which means I can only experience watching their case study online (not cool) instead of actually buying one of these pepper grinders (well cool).
Wouldn’t it really be a Tech-er Grinder.
I hope they point out in the award entry that this is a one off and is not available to the public. But good on the Mr Stear for jumping on board to help win awards. Most just want to sell their products.
Peter
You can’t block signals unless you build a Faraday Cage and that needs to completely surround the room, and you can’t turn off devices unless you have a separate app on every device that gets a signal from the grinder. And even then apps running on most devices don’t have that much control.
Smart idea. Clever to put it in a pepper grinder. Am pretty sure this will pick up at shows. My word it will.
This is spectacular and super innovative
Where can you get this? I want one now…
Where do you get a dolmio pepper hacker? I want one
Hey Prototype Pete…I doubt they’ll put it in innovation or technology categories if these things aren’t really available from the brand…they’ll probably just enter it into film or content because the tech doesn’t need to be available and real for that.
This is totally perfect idea!! I can’t wait to have one. I’m really positive that this will help for every family most especially during meal time or family discussion time. Can someone tell me where to get i?
where can you buy this from
Oh my Gosh! I have been looking for something like this! Where can I get one! I know so many people that would love to have one! Please email me some information for this product! Please! Please! Please! Finally someone invented a way of getting the family back together again! This is why there are so many disconnected families!
I really would love this not only for home but work for all those pesty people on personal cell calls all day instead of working or in a meeting will all those people sending emails and texting. So distrubptive. They do it at my job where you cannot get wifi unless you request it month to month but this would be so amazing lol
Thank you for making this video. I have shown this to so many of my students over the past few years with very positive results. I have been teaching the ‘Affluenza generation” i.e. the children of the Affluent, who have all the tech, but not the social interaction. The whole principal is simple but effective.