MasterFoods enjoys a huge presence in over 80% of Australian homes. In 8 ambient food categories, leading in 7.

The problem was it’s a ‘hidden’ brand. In people’s cupboards and fridges, not hearts and minds.

We wanted to change that, turning our presence into influence on Australian food culture.

The reality is the majority of Australians have a limited relationship with food; 50% eat the same 5 meals every week, just 7% consume enough fresh food and one in three dine on snacks each evening.

Ethnographic research found food’s losing its social value, being ‘deprioritised’.

Worryingly food is fast become merely fuel. Dinnertime was losing its value.

We had two objectives:

To create a better Australia with food.

And to become Australia’s most admired food brand.

With a brief of moving all Australians to create a more rewarding life with food. By waking them up to the rewards of dinnertime.

Real families were invited to casting sessions. We asked parents and children separately, ‘If you could have dinner with anyone, dead or alive, who would you choose?’

The parents told us who their heroes were. And so did the kids.

Except the kids’ heroes weren’t famous, they were their mums and dads.

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