Stockland is celebrating the launch of a new retail food campaign, the ‘A to Z of Mmmm’. The new marketing initiative, developed with Ikon Group Sydney, aims to inspire Australians to cook, learn and engage with food and food culture through an ever-evolving collection of online recipes, articles, and videos as well as events and promotions across Stockland’s 41 shopping centres.
Celebrity TV chef and cookbook author, Miguel Maestre, has joined as a Stockland ambassador and the face of the A to Z of Mmmm, to provide exclusive recipes over the course of the year taking inspiration from the alphabet – from Arancini to Za’atar and everything in-between.
The Living Room host will also feature in a web content series, going behind the scenes to meet local food retailers in Stockland shopping centres to discover their food secrets.
The campaign which went live on Monday 1 February will focus on an online paid media and PR strategy as well as in-centre communications nationally. As part of his role as food ambassador, Miguel Maestre will also make a number of exclusive shopping centre visits to Stockland assets across the country over the course of the year.
Maestre said, “I’m very excited to be working with Stockland to launch the ‘A to Z of Mmmm’. Australia is such a fantastic country for food, with a vibrant mix of cultures, great availability of fresh ingredients and just so much passion to try something new.
“I hope to inspire Aussies to expand their food horizons this year and add a little more ‘mmmm’ to their weekly meals – whether it’s a new ingredient they have never tried before, visiting a new local restaurant, or cooking up a storm at home using one of my A to Z of Mmmm recipes.”
Stockland general manager marketing Ben Allen said, “Stockland shopping centres are the heart of their local communities, connecting customers to an abundance of food.
“We now want to connect the community to an abundance of food ideas, food traditions and food experiences from cooking classes to new restaurants and getting to know the people behind their local delicatessen, bakery or fruit and veg shop.”
“We’re seeing a shift in the way people interact with food in a retail environment. Australians are visiting shopping centres as a place to meet with friends for a coffee, a destination for a family Friday night dinner and then are visiting multiple fresh food retailers for their weekly shops from supermarkets to spice shops.”
“At Stockland, we want to make our customers shopping and dining experience as enjoyable, easy and fun as possible and look forward to inspiring Australians around the country with the new A to Z of Mmmm campaign.”
The multi-agency campaign was led by Ikon Group Sydney, which was also responsible for Strategy, Creative & Media. Ikon partnered with fellow STW Group agencies Maverick for PR and events, and One20 for production.