MACROS plays on modern dating tropes in cheeky new brand campaign ‘You Deserve Better’ via HSLR

You Deserve Better is HSLR’s latest multi-channel campaign for ready-made meals brand, MACROS. The collaboration leans into convenience culture with a flirty twist, by positioning the brand as the most eligible companion on the market; one that delivers fresh, flavoursome – and filling – serves, fast.

The multi-disciplinary team were briefed on delivering a provocative new concept to entice audiences across digital, social and OOH. The saucy campaign borrows themes from the dating and relationships world, promoting MACROS with serious appetite appeal. According to HSLR Managing Director, David Vale, the creative process is collaborative from the get-go,:

“Art direction, design, copy, production; we develop our best work when we’re briefed together. We considered interesting ways to celebrate the food by making it this tempting, sensory experience. Exploring this angle further, we found more strategic ideas waiting underneath.”

What began as an exploration of provocative food imagery – what kinds of things people put in their mouths – became a very copy-led campaign with a tongue-in-cheek tone of voice. You Deserve Better features lines like, “Fancy a quickie?”, “Hot and ready when you are” and “Come get fresh with us”, leaning on language and trends from modern dating, and health and fitness culture.

Says Souha Intani, Creative Lead, HSLR: “In ready-made meals and relationships, we all deserve better. We don’t want to settle for fast but unfulfilling options, when a hottie with a heart of gold is ready and waiting. So we paired this cheeky tone with an instantly recognisable dating profile device to make MACROS the ultimate catch.”

You Deserve Better pushes the envelope, while getting to the heart of what makes MACROS unique; its fresh, not frozen, macro-optimised meals.

Says a spokesperson from MACROS: “HSLR really honed in on a brand truth in an unexpected way. Whether it’s part of your long-term goals or something more casual, MACROS is the complete package.”

Running across digital, social media, BVOD and OOH, You Deserve Better is targeted at the time-poor and the transient; scrollers seeking answers to the age-old question, “what’s for dinner?”. Framing MACROS nutritional creds as an added benefit, not a compromise, the playful platform leans heavily on freshness, setting the tone for more strategic spots with powerful social and storytelling cues.

For more information on the MACROS brand campaign, visit HSLR.

Explore the full MACROS range of fresh, macro-optimised meals at macros.com.au

Brand: Macros
Agency: HSLR
Creative Director: David Vale
Art Director: Hannah McGuiness
Creative Strategist: Souha Intani
Producer: Melanie Billings
Photographer: Alice Hutchinson
Videographer: James Graham
Video Assistant: Rohan Stanley
Food Stylist: Nicole Grimsdale

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