Kids have shown just how damn cute they are in a new Mars Food Australia ad campaign for MasterFoods.
The aim of the ad is to encourage Aussies to #MakeDinnertimeMatter, given all the demands of modern work and life, highlighting that dinner can be more than just a meal, but a time to catch up with the people who matter most to us.
As part of the campaign, MasterFoods toured the country asking a bunch of couples who their ideal dinner guest would be, before asking their little ones the same question. The answers were undeniably adorable.
The Let’s Make Dinnertime Matter campaign is in response to research revealing that while Australians recognise the benefits of dinnertime, with 78 per cent saying they get more connection from sharing a meal with loved ones than any other activity, three quarters want to change something about their dinners.
To complement the online film, OOH and print also celebrates the role of dinnertime, with ads featuring real Aussie families and friends connecting over dinner, and social posts to remind people to prioritise dinnertime at key points during the day.
The campaign was led by Clemenger BBDO Sydney, also involving MediaCom Sydney, Ogilvy PR and Starcom, with the film shot by The Glue Society’s Jonathon Kneebone from Will O’Rourke.
“You know you’re doing something right when your own ad changes your own behaviour, and since working on the Let’s make dinnertime matter campaign for MasterFoods, my wife, my three beautiful daughters and I spend mealtimes together a hell of a lot more,” Clemenger BBDO ECD Paul Nagy said.
“Playing off arguably the greatest dinnertime conversation starter in the history of mankind, it’s such a simple idea that delivers a really powerful message, and I truly hope every Australian family has a good think about it. It’s obvious really, but that special time over dinner is far more entertaining, inspiring and rewarding than any of the million distractions we let get in the way.”
Mars Australia marketing director Tim Hicks added that while most of us eat dinner each night, not enough of us prioritise it as a time to catch up with loved ones.
“We know that food can connect us with our loved ones physically, socially and emotionally – we make healthier choices about what we eat, we have real conversations and we grow closer to those that matter most to us as a result,” he said.
“As a brand in over 80 per cent of Australian homes, we have a responsibility with MasterFoods to start a movement and make a real change to shape the future of Australia for the better. This new brand work is testament to the amazing partnership we have with Clemenger BBDO Sydney and our commitment to move all Aussies to prioritise and celebrate dinnertime.”