The Story EveryPlate has launched a new campaign that reimagines AI as ‘the busiest person on the planet’: an always-on, always-answering force fielding billions of prompts each day and shaping culture as an accidental influencer, yet still cooking dinner for everyone at the end of the day, to promote the meal kits company.
The campaign rolls out across social, digital and content channels, with AI both starring in and helping to generate all elements of the creative.
The campaign is the latest chapter in GAME Creative’s ongoing partnership with EveryPlate and brings the brand’s ‘Get Stuck In’ platform to life.
Built in close collaboration between GAME Creative, Steve Jackson @Jacko Jacko & Jacko and EveryPlate’s in-house team, the idea uses humour and insight to keep the focus on real people, evenings, and meals that make getting stuck in easy.
“EveryPlate is about removing friction from everyday life, especially at dinnertime,” Chloe Painter, director of brand marketing at EveryPlate said.
“This idea taps directly into that truth. By working hand-in-hand with GAME and our in-house teams, we’ve been able to bring the ‘Get Stuck In’ platform to life in a way that feels culturally relevant, distinctive, and unmistakably EveryPlate,” Painter said.
“AI can write poems, plan holidays, and answer just about anything you throw at it, but it still can’t solve the daily dinner dilemma. That tension was too good to ignore. There’s something inherently funny about the world’s smartest and busiest ‘person’ being short on time and stuck on what to eat. We leaned into that, had some fun with the meta nature of AI creating content about itself, and anchored it all in a very human truth that EveryPlate solves brilliantly,” Dan Beaumont, founder of GAME Creative said.
“While everyone else is using AI to perfect things, cut costs and take shortcuts, we saw an opportunity to personify it, giving it a script to work with then letting it create itself as an everyday person and some of the many characters it becomes all in a day’s work. Instead of smoothing everything out completely, we deliberately let AI look, act and feel like AI, keeping a few of the natural flaws and hiccups in its style and language to help it cut through and build on the cheeky, disruptive tone we’ve created for EveryPlate in our previous work,” Steve Jackson added.
Credits:
Client: EveryPlate
Director, Brand Marketing – Chloe Painter
Associate Director, Brand ANZ – Alice Mansell
Brand Manager – Timothy Harrison
Production: HelloFresh In-house Team
Agency: GAME Creative
Founder/ CCS: Dan Beaumont
Creative Director / Writer: Steve Jackson @Jacko Jacko & Jacko
