Providoor creates cult of food worship in newly launched brand campaign via Emotive

Providoor, the premium meal delivery service providing Aussies with access to Australia’s best chefs and restaurants at home, has launched a bold new brand campaign, ‘We Worship Food’, developed by independent creative agency Emotive.

The idea, which is being rolled out across the business, is the first work from Emotive since it was appointed to the account in 2021.

‘We Worship Food’ was born from the thing that separates Providoor from the cluttered fast-food meal delivery category – an unwavering commitment to truly exceptional food. It’s what unites Providoor, their partner chefs and restaurants and their customers, and by elevating this commitment to a spiritual plane, ‘We Worship Food’ aims to inspire the devotion of foodies everywhere.

The launch film, produced in collaboration with Revolver and directed by Leilani Croucher, borrows from the visually rich worlds of secret societies and cults and takes the viewer on a journey of devotion. The film follows a meal being worshipped every step of the way from restaurant to table, demonstrating Providoor’s
promise to make in-home dining something akin to a spiritual experience for the devoted foodie. As well as TV and digital, the campaign will roll out via PR, social and special build out of home, complete with custom neon ‘We Worship Food’ lettering.

Says Michael McCash, CMO, Providoor: “We love the distinctive world the team at Emotive, Revolver and Leilani have created and how it will grow with Providoor as we continue to make exceptional food more accessible. It captures perfectly the reverence in which we, our chefs, restaurants and diners hold food and our shared pursuit of divine culinary experiences.”

Says Rupert Taylor, creative director, Emotive: “Shane, Tim, Michael, Magenta and everyone at Providoor are super smart and bold, so when we said ‘we want to launch a cult for foodies’, they immediately saw the potential of the idea to separate Providoor from the pack. And thanks to Leilani and the Revolver team’s talents, we managed to pull it off.”

Says Michael Hogg, managing partner and head of strategy, Emotive: “From local lockdown start-up to first big brand campaign in just a couple of years, what Shane and the team at Providoor have created is incredible. Such a unique business deserves an idea to match. In ‘We Worship Food’, hopefully we’ve delivered just that. It’s an idea that runs much deeper than the launch campaign and we hope it acts as a call to prayer for devoted foodies everywhere.”

Client: Providoor
Founder: Shane Delia
CEO: Tim MacKinnon
CMO: Michael McCash
Head of Marketing & Brand: Magenta Burgin
Performance Marketing Manager: Rebekah McNutt
Graphic Design & Content Creation: Raf Mendelsohn

Creative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Creative Director: Rupert Taylor
Senior Creatives: Amanda Alegre & Edward Macaulay
Head of Design: Daniel Mortensen
Mid Weight Designer: Samantha Jones
Finished Artist: Greg Lamb
OOH Animator: Stefan Derewianka
Head of Production: Hayley-Ritz Pelling
Senior TV Producer: Michael Hollis
Senior Integrated Producer: Sophia Delimihalis
Client Services Director: Ciaran Miller-Stubbs
Account Manager: Kate Forrester
Media: Principle Media Group

TVC Production Company: Revolver
Director: Leilani Croucher
MD/Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Anna Mannix
Producer: Victoria Schaw
DOP: Jeremy Rouse
Production Designer: Ella Carey
Wardrobe: Matthew Stegh
Casting: Chameleon Casting
TVC Post-production: The Glue Society Studios
Post Producer, Editor & Colourist: Scott Stirling
Flame Compositor & VFX: Naomi Anderlini
Motion Designer: Svet Atanasov
Sound Post: Electric Sheep Music
Executive Producer: Kate Stenhouse
Creative Director: Glenn Sarangapany
Composer: Declan Harsent
Sound Designer: Georgia Collins
Stills Production Company: Sam I Am
Photographer: Benito Martin
Stylist: Jessica Johnson
Retoucher: Alex Reznick
SIA Exec Producer: Richard Cole
SIA Producer: Emily Willis