On The Menu melts freezer shame in latest national campaign via TBWA\Melbourne


Frozen ready-meal brand On The Menu has unveiled a reinvigorated brand strategy and national campaign via TBWA\Melbourne.


Harnessing TBWA’s Disruption methodology to architect a bold new vision for the brand, the latest work sets out to redefine the category by fighting against misconceptions of frozen food.

Part of Patties Food Group, On The Menu has graced the freezer aisle for 15 years with its expansive portfolio of ready-to-eat meals. Despite being one of Australia’s biggest players, the brand and category continues to battle with the convention of freezer shame.

Says Zac Martin, planning director, TBWA\Melbourne: “As a nation we’re very judgmental. Especially about what people eat. There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but.”

According to YouGov, frozen meal eaters are 40% more likely to exercise four times a week and are far from lonely with 61% being in a relationship.

The new platform ‘Blame It On The Menu’ is brought to life through a series of tongue-in-cheek executions. One of three playful 30” spots unfold in the dentist chair. With the dentist MIA, the patient is left mouth agape thanks to a bite block. Fast forward, and we find the dentist located in the staff kitchen engrossed in devouring a crispy chicken parma without a single hint of remorse.

Says Anand Surujpal, chief marketing and growth officer, Patties Food Group: “To grow On The Menu, we need to appeal to existing and new buyers to purchase pre-prepared meals and enjoy without feeling judged. The new platform marks an exciting new chapter for not only On The Menu but the freezer category as a whole.”

Says Paul Reardon, chief creative officer, TBWA\Melbourne: “We were after a storytelling approach with a dead simple structure, the product at its core, and a great tone of voice. This new platform offers us that. And! It’s really fun to write for. That’s a good sign for longevity. We’re looking forward to doing a lot more of OTM’s stories.”

The media strategy, which was delivered by United – part of the integrated full-service agency, sees the campaign running across broadcast TV, BVOD, YouTube, social, radio and OOH.

On The Menu melts freezer shame in latest national campaign via TBWA\Melbourne On The Menu melts freezer shame in latest national campaign via TBWA\Melbourne On The Menu melts freezer shame in latest national campaign via TBWA\Melbourne

Agency: TBWA\Melbourne
Paul Reardon: Chief Creative Officer
Pat Sofra: Head of Art & Design
Mark Jones: Senior Creative
Rob Hibbert: Senior Creative
Virginia Pracht: Co Head of Planning
Zac Martin: Planning Director
Kimberlee Wells: Chief Executive Officer
Ricci Meldrum: Managing Director
Amy McKay: Senior Business Director
Kate Steven: Project Director
Melina Flood: Senior Producer
Tony McKay: Precision Marketing & Media Lead, United
Evelyn Hamlett: Planning & Investment Director, United

Client: Patties Food Group
Anand Surujpal, Chief Marketing & Growth Officer
Debra Barrow, Head of Marketing – Pre-prepared Meals
Pierre Meneaud, Head of Digital
Rachael Kirby, Head of Insights

Production Company: Hooves
Director: Jason Perini
Post Production: Crayon