Chef Guillaume Brahimi Fronts Virgin Mobile’s New Installment Of #MealForAMeal Campaign
Virgin Mobile Australia has released the next iteration of the #mealforameal social movement, enlisting one of Australia’s most celebrated chefs, Guillaume Brahimi, to front a digitally-led content and PR campaign.
Last year, Virgin Mobile announced its commitment to ‘Make mobile better’ and the first initiative under this new brand platform was #mealforameal, which saw the telco partner with food rescue service OzHarvest to turn food photos posted on social media into real meals for those in need. So far, over 260,000 food pics have been turned into real meals, but this year Virgin Mobile want to go even bigger.
That’s why this year, Virgin Mobile is challenging Australians to get real and start posting everything they’re eating – the good, the bad and the downright un-filtered. Virgin Mobile want the un-styled, un-filtered photos of 3am kebabs and Tuesday night’s spaghetti on toast, just as much as the eight-course degustation in the hottest new restaurant. Why? Because every food pic could equal a real meal for someone in need.
The campaign launches today with two pieces of digital content that poke fun at the mobile behaviour of snapping and posting perfect meals. Guillaume Brahimi, one of Australia’s most celebrated French chefs, of Guillaume and Bistro Guillaume fame. Brahimi is known for his fine dining techniques and impeccable standards and will front the content and the wider PR and social campaign, showing that even the finest of chefs can get real for a good cause.
In an Australian first, Virgin Mobile has engaged UK web content creators, YES Studio, to create one of the online films. The production company is known globally for their spoof cooking show format, housed on the hugely popular Yes It’s Funny YouTube channel. YES Studio hack existing celebrity chef cooking segments and seamlessly edit in their own footage to change the context and turn the ordinary into the ridiculous.
Nicole Bardsley, director of brand and communications, Virgin Mobile, said: “It’s hard to stand out in a cluttered digital environment, to get people to stop scrolling and not only watch but engage with branded content. We like to approach things differently at Virgin Mobile, so we wanted to turn the cooking show format on its head as a way of generating interest in our cause. YES Studio are masters at creating content that not only entertains but surprises people, so we wanted to use their unique comedic technique to get people talking about #mealforameal.”
The second film also stars Guillaume Brahimi, this time applying his signature French passion and fine dining techniques to the classic ham and cheese toastie, or as he likes to call it, Le Croque-Monsieur. The film shows, in a light-hearted, tongue-in-cheek way, that no matter what you’re cooking and how you cook it, it all counts for a good cause.
All digital content is being housed across Virgin Mobile’s owned channels – the dedicated Making mobile better website, makingmobilebetter.com.au, and YouTube channel.
The content will be supported with a comprehensive digital media buy spanning YouTube, Facebook and Twitter. Virgin Mobile will also be running premium video ads across Instagram. Additional media support at launch will include Westfield table-top advertising in high-traffic food courts, driving lunch-time engagement, as well as visibility through Virgin Mobile’s retail stores and a dedicated customer communications strategy to engage customers. The campaign is being supported with a wider PR and social campaign, which includes a dedicated paid and editorial influencer program.
Ronni Kahn, founder and CEO of OzHarvest commented: “Last year, we were able to deliver a quarter of a million meals to Aussies in need through the #mealforameal initiative. I believe the success of this was because Virgin Mobile tapped into an existing mobile behaviour and gave people the opportunity to turn it into something more meaningful. This year, we’re asking people to do something that’s perhaps less comfortable – post all their food pics, no matter what they look like! We’re hoping this will mean more food pics and therefore more real meals we can deliver.”
Bardsley concluded: “We’re so passionate about our partnership with OzHarvest and we love #mealforameal because it’s moved beyond being just a campaign to become a social movement. I believe this is because we aren’t asking people to change their mobile behavior, we are giving them a way to feel better about it. Taking pictures of food is great! It’s not about mocking this behavior, it’s about showing Aussies that their food pics can be so much more. They can be turned into real meals for people who need them.”
Campaign Credits
Creative – One Green Bean
Digital – One Green Bean
PR – One Green Bean
Media – Starcom
ATL – Havas Worldwide Australia
Video Credits
Passion Fruit Soufflé
Creative – YES Studio and One Green Bean
Production – The Precinct & YES Studio
Directors – Ducie Cowling, Sam Oraj and Adam Morley (Yes Studio) David Barker (The Precinct )
Post production – YES Studio and The Precinct
The Ultimate Ham and Cheese Toastie
Creative – One Green Bean
Production – The Precinct
Director – David Barker
Post production – The Precinct
Latest News
Two Out Of Three Australian Crypto Enthusiasts Think Crypto Will Continue To Grow Against The Dollar
According to a new study by Gemini, the meteoric rise and subsequent volatility of Bitcoin has many Aussies considering whether digital assets have a place in an investment portfolio, often comparing cryptocurrencies against more traditional asset classes, such as property. Now, as concerns grow over inflation and the economic slump – motivating many investors to look […]
Facebook Releases Campaign For Ray Ban Stories Smart Glasses
Facebook has officially released the campaign for the succinctly named Ray-Ban Stories: First-Generation Smart Glasses. The Ray-Ban Stories are, according to Facebook’s official release, “smart glasses that give you a new way to capture photos and video, share your adventures and listen to music or take phone calls.” They are the product of a collab […]
#EmmySoWhite Circulates On Twitter After Awards Show
#EmmySoWhite is circulating on Twitter & rest assured it's nothing to do with the sauvignon blanc served to attendees.
RuPaul Breaks Emmys Record, Becoming Most-Awarded Person Of Colour
B&T continuing to deliver our in-depth & authoritative Emmys coverage and that's despite no staffer even watching it.
Adam Shand Launches His Real Crime Podcast Collection Via LiSTNR
Adam Shand launches real crime podcast on LiSTNR, with interviews to include Colonel Mustard & Professor Plum.
Lego Unveils Brilliantly Fun New Campaign That’s A Celebration Of Kids’ Imagination
Lego's one of those toys that's great no matter your age. Although middle-aged men playing with it can be a bit weird.
Perkbox Australia Appoints New Country Manager
Perkbox sounds like an aid for people who suffer from motion sickness in the backseat. But as you'll read, it's not.
Michael Speakman Joins Esports Organisation ORDER As Head Of Commercial
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
“Awkward!” Reporter Asks Gillian Anderson If She’d “Spoken To Margaret Thatcher” About Playing Her In The Crown
Sadly, yesterday's Emmys lacked that certain sparkle that comes from Ricky Gervais getting pissed & insulting everyone.
Gary Ablett Jnr Signs NFT Deal With Sportemon Go
If non-fungible tokens are as mysterious to you as the great game of AFL, then this story will make no sense whatsoever.
Foxtel Appoints New Commissioning Editor & Supervising Producer, Unscripted
Foxtel appoints new commissioning editor & threatens viewers with another series of The Real Housewives of Melbourne.
Fetch TV Renews Deal With BBC Studios For Seven BBC Channels
Are you British and pining for a taste of home? Well, whack on the socks and sandals and check out Fetch's BBC offering.
Bankwest Stadium Rebrands As CommBank Takes Over Naming Rights
Parramatta's Bankwest Stadium rebrands as CommBank. Confirms the pies will remain slightly cold & slightly soggy.
Monday TV Wrap: The Block Is Triumphant While HYBPA? Shoots And Scores
Veteran shows again proving the winners last night. Let's just hope no one gets any ideas about reprising Family Feud.
Helga’s Wants You To Be A Nice Neighbour In New Work From The Works
Bread ad encouraging people to be nice neighbours. Which can be difficult if you live next door to a Delta Goodrem fan.
Hivestack Expands US Footprint With Clear Channel Outdoor Partnership
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Guardian Australia Expands Representation Nationwide With New Hires
The mere mention of Barnaby Joyce or Christian Porter to The Guardian is like a Mentos in a Coke bottle, isn't it?
Omnicom Beats Publicis To Win Mercedes’ Global Agency Consolidation
Nothing beats the quality of a German-built car. They're also very good at strudels, beer & pinching the sun lounger.
NOVA Entertainment Appoints Key Programming Roles
NOVA confirms the appointments of Mary Datoc & Michael McPhee, neither of whom appear to possess a radio nickname.
Paper Moose Creates Virtual Experience To Help UTS Students Leap Pandemic Hurdles
UTS launches 360° video tour that thankfully has edited out any dope-smoking arts students in Che Guevara T-shirts.
Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
Pernod Ricard’s Rosé Spritz set to be THE hot new drink for summer. Admittedly, we can't see it affecting VB sales.
Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Cricket’s Big Bash Enlists Tones And I & Nike For Season Launch
Yes, you read that headline right! Tones And I is now flogging the Big Bash cricket in one of the stranger partnerships.
Kate Silver Promoted To General Manager Of Leo Burnett Melbourne
Leos' Kate Silver eyeing the IKEA JÄRVFJÄLLET leatherette swivel chair in charcoal after recent MD promotion.
Indie Agency Kaimera Expands With New Hires
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
For the record, IDFA stands for Apple ID for Advertisers, in case you mistook it for some weird Tamil guerrilla group.
Nine’s Love Island Australia Gets Premiere Date
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo Expands Down Under With Multi-Year Shopify Partnership
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Why Partnerships Are Key For The Comeback Of Travel Marketing
This expert takes a look at travel post-lockdown. B&T says just include a 'drinks package' & we don't care where we go.
Thinkerbell Wins The Salvos’ Strategy & Comms
There is no finer folk than the goodly Salvos. After all, who couldn't do with a little more tambourine in their lives.
