MAKE DINNERTIME MATTER

TitleMAKE DINNERTIME MATTER
BrandMASTERFOODS
Product / ServiceFOOD
CategoryF01. Integrated Campaign Led by Direct
EntrantCLEMENGER 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

Credits

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

The Campaign

MasterFoods inspired Australians to #MakeDinnertimeMatter by reminding them who the most important people in the world really are.

Creative Execution

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

Results

- 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.

Links

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