Masterfoods celebrates family time with new ‘Forever Recipes’ campaign via Clemenger BBDO, Sydney
Well known dinnertime brand Masterfoods is undertaking a beautiful and poignant exploration of Australians’ emotional connection with family and food in its new campaign – Forever Recipes via Clemenger BBDO Sydney.
Forever Recipes celebrates treasured family recipes, highlights the benefits that come from shared experiences around the dinner table with family and friends and calls on Australians to share their own personal stories and treasured recipes.
The campaign starts with a series of films featuring everyday Australians discussing their Forever Recipe and the important role it plays in their family.
Driven through a partnership with Taste.com.au encompassing print and digital the campaign calls on Australians to share their own ‘Forever Recipes’.
A competition to celebrate the sharing of Forever Recipes will close on 29 April 2019. The campaign in full will run through to July and is supported by a PR and social campaign.
As Australia’s number one dinnertime brand, Masterfoods, manufactured by Mars Food Australia, wants families to realise the magic of and create a collection of tried and tested, much-loved family recipes as a way to inspire Australians to enjoy dinner together more often.
Says Bronwyn Powell, marketing director, Mars Food Australia: “As a brand that believes in making dinnertime matter, we wanted to create something that goes beyond simply the food we eat, but celebrates the history, the connection and the love that so much of our food and ‘Forever Recipes’ represent.
“We want to bring Australians back to the dinner table to reap the health and wellbeing benefits that come from sharing a meal together.”
Says Darren Wright, creative director, Clemenger BBDO Sydney: “Forever Recipes is so much more than just 100 grams of this, half a teaspoon of that. It’s about how a recipe can be a treasured collection of family history, memories and stories, and it’s these stories we wanted to tell and inspire Aussie families to share.”
The campaign forms part of Masterfoods’ Make Dinnertime Matter initiative, a multi-platform social movement that launched in 2016 to bring families back to the dinner table. It is built on the Masterfoods belief that who you eat with is just as important as what you eat. The original campaign video has been viewed more than 109,000 times online.
