MasterFoods launches new bold flavour range with campaign via T&P, that is anything but mid
MasterFoods has launched a new range of boldly flavoured sauces, seasonings and recipe bases, supported by a campaign from T&P Australia titled “Un-Mid Your Meal”.
The campaign addresses a familiar problem: meals that don’t quite land, flavourless meal-prep, or takeaway that falls short of expectations. MasterFoods, Australia’s flavour expert since 1945, positions its new range as the fix – designed to lift an underwhelming meal into something genuinely satisfying with a simple squirt or shake.
The campaign was produced by Haven’t You Done Well, with direction from duo Will & Sej.
The two hero videos see everyday Aussies complaining about their “mid” meals. A MasterFoods EDM Genie appears and teaches the everyday Aussies how to add bold flavour to their lifeless food. The videos are brought to life by a fun and addictive EDM track by composer Nerdie Sound, a Korean Australian producer, DJ, and composer.
Says Davina Takari, Marketing Manager, Mars Food Portfolio: “For 80 years, MasterFoods has been Australia’s flavour champion. Our bold Flavour Range is all about rescuing Aussies from boring, ‘mid’ food and making it incredibly easy to add irresistible flavour to any meal.
Says Annabel Archer, Integrated Brand Experience Lead, Mars Food: “To launch our new range of flavours, we wanted a bold, high-energy campaign tailored to our Under 40s audience. T&P delivered, and thanks to ‘The Kitchen’, our agency village, we’ve launched a highly integrated campaign, spanning across Cinema, BVOD, Social, Influencers, OOH, and Retail Media.”
Says Ryland Summers, Senior Copywriter at T&P Australia: “I have asked for an extended mix of the Un-Mid Your Meal song on vinyl but apparently, they’re struggling with the CMYK of MasterFoods burgundy in wax. But seriously, this campaign brings together everything you strive for in advertising, a good insight, a punchy line, an amazing production team, two visionary directors (thank you again Will & Sej), and some doof doof.”
“Un-Mid Your Meal” will roll out across cinema, BVOD, social, OOH and retail.
Client: Mars Food & Nutrition Australia
Creative: T&P Australia
Production Company: Haven’t You Done Well Productions
Directors: Will & Sej
Media: Zenith Australia
Earned: Herd MSL
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