EveryPlate invites Aussies to ‘Get Stuck In’ with bold new rebrand campaign via GAME Creative

GAME Creative has partnered with the Hello Fresh Group to help relaunch the EveryPlate brand, giving it a new brand strategy, design system, and a clear, no-fuss identity. EveryPlate is all about simple, delicious meal kits without the extra fuss, and now its brand reflects that—louder, prouder, and more direct than ever.

The creative transformation comes to life in EveryPlate’s new campaign, built around the new line: ‘Get Stuck In’. With its striking visuals, punchy tone, and straight-to-the-point attitude, the campaign makes it clear—EveryPlate takes the hassle out of dinner. Live now across billboards, radio, and all digital channels.

Says Chloe Painter, Director of Brand Marketing at EveryPlate: “GAME has been amazing to work with from start to finish. The evolution of the EveryPlate brand is simple, bold, and really exciting. The brand is no-fuss, accessible, and all about simple, tasty meal kits.”

Says Dan Beaumont, Founder of GAME Creative: “We’re incredibly proud to have serviced the EveryPlate brand from all angles, and to have worked so closely with the team at HelloFresh. This project has produced some of our best brand and design work yet—EveryPlate now truly feels like the compelling meal kit it was always meant to be.”

With a new identity and a campaign that packs a punch, EveryPlate is ready to shake up the meal kit space—with GAME Creative proud to have led the charge.

Says Steve Jackson, Creative Director on the project: “‘Get Stuck In’ isn’t just a slogan—it’s an invitation and an attitude. We designed the typeface, the colours, the language and carefully crafted the photography, to ensure that EveryPlate stands out from its competitors and is out standing in a cluttered category – letting the brand carve out its own space with confidence.”

This is another new business win and campaign launch for GAME this year after it won Rugby Australia, New Zealand Rugby and the Super Rugby Pacific business at the back end of 2024. The new creative advisory continues to grow its client and creative portfolio, aiming to be one of the best boutique creative companies in the country.

Client: EveryPlate
Director, Brand Marketing – Chloe Painter
Associate Director Brand & Communications ANZ – Miles Thomas
Brand Manager – Isaac Noakes

Agency: GAME Creative
Founder/ MD: Dan Beaumont
Creative Director / Writer: Steve Jackson
Strategy Director: Frank Bethel (Forward Scout)
Art Director/ Designer: Ramon Rodriguez / Cam Hoelter
Producer: Lucy Pilkington
Production Co: Louis&Co
Photographer: Ian Butterworth
Media: Spark Foundry

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