HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo.
Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime.
The campaign communicates how HelloFresh draws inspiration from real families across the country to make dinner easy without a compromise on deliciousness and nutrition.
A series of video assets have been specifically designed for each phase in the purchase funnel.
Julie Grufstedt, head of brand and creative at HelloFresh Australia, said: “We’re thrilled by the positive sentiment and high level of engagement the series has already generated.
“In less than a week since launch, Dinner Diaries has set a new benchmark for HelloFresh branded video content, and we’re excited to see the effect of rolling out over a hundred bespoke videos across all digital channels, in our most extensive marketing campaign to date.”
Emotive creative director Mark Harris said: “HelloFresh came to us looking for an original way to engage and inspire their audience.
Armed with that ambition, we created and produced a new episodic format of storytelling for the brand – a comedic social portrait of Australia’s mealtime habits in 2018 presented by Lynne and Johnny.
“The series captures the eclectic and changing tastes of the nation, as families across the country challenge the traditional notion of what a weeknight meal should be thanks to HelloFresh.”
The campaign is rolling out across key digital and social platforms, with the initial episodes showcasing three families and their HelloFresh dinnertime experiences.
Episode two of Dinner Diaries is due for release later this month.
Client: HelloFresh Australia
Managing director and chief marketing officer: Amy Smith
Head of brand and creative: Julie Grufstedt
Brand campaign manager: Isobel Gray
Creative and production agency: Emotive
Strategy: Lucielle Vardy
Business director: Sarah Clifton
Social media director: Jamie Crick
Creative directors: Mark Harris and Andrew Cameron
Director: Madeline Kelly
Producers: Tom Pearce and Nikki Hardy
Director of production: Alex Serafini
Photographer: Jordan Kirk
Editor: Sam Gadsden
Post-production audio: Rumble
Grade: Matt Fezz
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]
In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]
Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]
Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]
TRENDii has announced TRENDii Ads, a new contextual advertising solution that leverages content and context to promote eCommerce products at scale around the world. TRENDii Ads is user privacy friendly and offers a new way for businesses and brands to target consumers at the moment that they are most inspired to shop. “We believe good […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]