The Work 2024 Contenders: Common Ventures

Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2024 Contenders. Here is Common Venture’s Top contender…

Meals on Wheels NSW: The Unforgettable Cake
Common Ventures
For the last 70 years, Meals on Wheels has been delivering nutritious, wholesome meals with a side of social connection and companionship. To celebrate such a milestone birthday and get Aussies talking about one of our most important charities, Common Ventures needed to do something special… perhaps even unforgettable.

Developed by leading experts in neuroscience, food science and nutrition and created by a master pastry chef, The Unforgettable Cake carefully combined a variety of brain-boosting foods, intended to support brain health and prevent cognitive decline. From beetroot, spinach and turmeric, The Unforgettable Cake delivers a balanced combination of flavour, texture and nutrition. Everything from colour cues through to packaging design were considered when designing the special cake to ensure maximum deliciousness for Meals on Wheels clients and everyday Aussies alike.

The ‘Unforgettable Cake’ campaign exceeded expectations of what could be achieved with a $0 spend on media, garnering over 55 million eyeballs and over 135 pieces of coverage. The cake even made it onto two of Australia’s biggest breakfast television shows, Sunrise and ABC Breakfast. Over 500 slices were sold from Christopher Thé’s bakery, Hearthe, and even more bake-at-home recipes were downloaded via the Meals on Wheels NSW website for a donation.

 

The deadline for Campaign Brief’s The Work 2024 has now closed. If your company entered The Work and would like to showcase your work in our Contenders series please email ricki@campaignbrief.com.