Akkomplice Urges Aussies To ‘Un-Meat Your Midweek’ For MorningStar Farms

Akkomplice Urges Aussies To ‘Un-Meat Your Midweek’ For MorningStar Farms

Further cementing their spot in the plant-based eating category, this week, Kellogg’s launched its frozen MorningStar Farms TVC campaign nationally throughout Australia.

Created in partnership with independent agency, Akkomplice, the ‘Un-Meat your Midweek’ campaign first launched in New Zealand late last year, and in Australia this year with outdoor, and social media content, including videos of recipes developed by Akkomplice ECD and former Masterchef finalist, Sara Oteri.

The extension onto TV builds on the success of this campaign, putting a plant-based spin on some classic dinnertime favourites including Spaghetti Bolognese and Tacos.

“MorningStar Farms is a category pioneer in plant-based foods in North America, and we’re excited to be at the front of a global market expansion into Australia.” Explained Kellogg Australia Senior Marketing Manager, Dan Bitti. “Almost half (49%) of the nation are considering eating more plant-based meals, but for most, they don’t know how to go ‘meat free. MorningStar Farms makes it easy to take your favourite midweek meals and ‘un-meat’ them,” added Bitti.

The two 15 second spots were shot in Melbourne with production company Moo Motion.

“We are delighted with the success of the MorningStar Farms campaign so far and being able to extend the campaign into TV will only help in convincing Aussies and Kiwis that going meat free doesn’t mean going taste free.” Said Sara Oteri, Executive Creative Director, Akkomplice.

The MorningStar Farms brand is new to Australia but has been sold for almost 40 years in North America, where it’s the number one plant-based burger and mince brand.


Client: Kellogg’s Australia

Senior Marketing Manager: Dan Bitti

Marketing Manager New Zealand: Joanne Doran

Senior Brand Manager: Sarah Hagarty

Agency: Akkomplice

Executive Creative Director: Sara Oteri

Copywriter: Alf Lee

Account Management: Nicole Torrington

Production Company: Moo Motion

Director/DOP: Jono Cowan

Producer: Jake Weatherson

Media:  Zenith Media

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