MasterFoods, one of Australia’s biggest food brands, 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 reaching over 88 organic views in just 8 weeks.

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.

In the first 2 months:

- Over 88 million organic views of the film across YouTube and Facebook

- Over 1.2 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 generated countless responses from it's audience and built affinity between between brand and consumer.

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.

#MakeDinnertimeMatter acted as the campaign call to action, along with messaging and prompting across social platforms.

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.