Kraft Heinz has launched a new masterbrand campaign for Gravox, doubling down on its role as the ultimate comfort companion.
Developed by TBWA\Melbourne, ‘For Creatures of Comfort’ is inspired by the insight that people, just like animals, have instinctive rituals that make them feel more comfortable. Gravox is positioned as the finishing touch to those rituals, transforming meals into moments of comfort.
Brought to life through three creative executions inspired by Caterpillars, Wombats and Sloths, the campaign reflected a range of Australians meal occasions.
It has built on the ‘Tastes Like Comfort’ brand platform launched last year, alongside Gravox’s ‘Best Ever’ range, which saw range expansion into new meal occasions including Swedish Meatballs, Canadian Poutine and Southern Fried Chicken.
“Gravox has always held a special place on Australian tables, bringing flavour and warmth to the meals people love. With ‘For Creatures of Comfort’, we’re celebrating the rituals that make mealtime feel good, while showing how Gravox can help turn even the simplest mid-week meal into a moment of comfort,” said Kraft Heinz head of taste elevation Andrea Payne.
“The strongest ideas are often rooted in simple, human truths. For Gravox, that truth is comfort. The small rituals people return to when they want a meal to feel more satisfying. This campaign brings that instinct to life in a simple and playful way, showing how adding Gravox to mealtime can make everyday moments that little bit more comforting.” saif TBWA\Melbourne group creative director Harrison Webster.
The campaign will appear across TV, out-of-home, social and digital channels, with media managed by Dentsu.
Credits:
Agency: TBWA\Melbourne
Media Agency: Dentsu
Kraft Heinz Gravox:
Chief Marketing and Category Officer: Michael Magee
Head of Marketing – Taste Elevation: Andi Payne
Senior Brand Manager – Taste Elevation: Georgia Hopkin
Brand Manager – Taste Elevation: Harry Holledge
Assistant Brand Manager – Taste Elevation: Eva Griffin-Jones
Head of Consumer Insights and Marketing Strategy: Kath Stavrellis
Consumer Insights Manager – Taste Elevation: July Nguyen
Head of Digital and Media: Michael De Napoli
Integrated Communications Lead: Michelle Di Roberto
Integrated Communications Specialist: Emma Furphy
Production:
Production Company: Haven’t You Done Well
Director: Daniel Lundh
Producer: Brendan Lee
Executive Producer: Tom Rickard
Production Manager: Grace Quinn
D.O.P: Shelley Farthing Dawe
Production Design: Imogen Walsh
Casting: Sarah Alenka – Highway Casting
Post-production: Manimal Post
Sound: Rumble Studios
Sound Engineer: Liam Annert, Rumble StudiosMusic: Ludwig Jonsson
Photography Production Company: Art Black Box
Photographer: Jo Duck
Colourist: Martin Greer
Food Stylist: Meryl Battle
