| Title | MAKE DINNERTIME MATTER |
| Brand | MASTERFOODS |
| Product / Service | FOOD |
| Category | F01. Integrated Campaign Led by Direct |
| Entrant | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Idea Creation | CLEMENGER BBDO SYDNEY, AUSTRALIA |
| Media | MEDIACOM Sydney, AUSTRALIA |
| PR | OGILVY PUBLIC RELATIONS AUSTRALIA Sydney, AUSTRALIA |
| Contributing 2 | STARCOM MEDIAVEST GROUP Sydney, AUSTRALIA |
| Production | REVOLVER/WILL O'ROURKE Sydney, AUSTRALIA |
| Contributing | THE GLUE SOCIETY Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Paul Nagy | Clemenger BBDO | Executive Creative Director |
| Luke Hawkins | Clemenger BBDO | Creative Director |
| Ben Smith | Clemenger BBDO | Creative Director |
| Simon Gibson | Clemenger BBDO | Writer |
| Dan White | Clemenger BBDO | Art Director |
| Daniel Mortensen | Clemenger BBDO | Senior Designer |
| Kit Lansdell | Clemenger BBDO | Head of Planning |
| Madeleine Marsh | Clemenger BBDO | Group Account Director |
| George Robertson | Clemenger BBDO | Senior Account Manager |
| Toby Clark | Clemenger BBDO | Planner - Social Specialist |
| Anthony Tiernan | Clemenger BBDO | Senior Sound Engineer |
| Chris Pearce | Clemenger BBDO | Senior Copywriter |
| Sarah Parris | Clemenger BBDO | Art Director |
| Emily Taylor | Clemenger BBDO | Senior Account Director |
| Katrina Maw | Clemenger BBDO | Senior TV Producer |
| Jo Howlett | Clemenger BBDO | Senior TV Producer |
| Toby Royce | Clemenger BBDO | Senior Editor |
| Steve Tindall | Clemenger BBDO | Senior Print Producer |
| Greg Lamb | Clemenger BBDO | Studio Manager |
| Giles Davies | Clemenger BBDO | Senior Retoucher |
MasterFoods inspired Australians to #MakeDinnertimeMatter by reminding them who the most important people in the world really are.
We needed long-form storytelling outside of TV, to generate maximum reach with a limited budget, so opted for an online film (YouTube/Facebook) as the heart of the campaign. The video went truly viral with 95% of the total 135+ million views being organic. Social posts, outdoor and print advertising ran as support to the online film helping the campaign gain further traction. This additional media further promoted the campaigns dedicated hashtag which was used across social channels and was the tool that allowed the audience to show how they were making dinnertime matter
- Over 128 million organic views of the film across YouTube and Facebook - Over 1.4 million shares of the film - Australia's 4th most shared ad of all time. - PR reach of over 160 million people (6 times the population of Australia). - 979% increase in organic reach on the brands Facebook page during the 2 month campaign period (vs 2 month period before) - 1312% increase in shares on the brands Facebook page during the 2 month campaign period (vs 2 month period before)
The campaign was both response driven and designed to build affinity between brand and audience. The campaigns call to action led to measurable response.
MasterFoods is in 80% of Australians’ homes. But it’s a ‘hidden’ brand, in cupboards and fridges, not hearts and minds. We wanted to turn presence into influence. First we separated fact from fiction reviewing existing research: Fiction said we’re foodies. Fact was 50% eat just 5 dishes. Fiction said we have a great relationship with food. Fact was most have a limited relationship Then we commissioned ethnographic research, living with families on benefits, shift workers and single parents. Food was becoming fuel. Dinnertime was losing value. Yet dinner is MasterFoods’ bread and butter. A didactic message wouldn’t work. How could MasterFoods help? Our strategy wasn’t to help, but to move. And be involving and shareable. By asking one simple question: “If you could have dinner with anyone living or dead, who would you choose?” The twist was we also asked those who matter most in their lives - their kids.