Meal kit subscription company Marley Spoon has launched into 2020 with a national ad campaign, starting with a new TVC developed by Abel Creative.
Coming off a year of expanding the Marley Spoon menu and introducing new meal choices – including more healthy meals and vegan options – the TVC focuses on the different types of personalities who cook with Marley Spoon. From everyday chefs to the health-conscious and busy dinner enthusiasts, the food delivery company highlights the everyday dinner inspiration delivered in each box. The ad was produced by Heckler.
In line with the national TV campaign, Marley Spoon is continuing its tradition of painting the town yellow at the beginning of each year with a complementary outdoor campaign. The eye-catching campaign will be on display across buses and trams in Sydney and Melbourne, with the brand continuing to spread its message of delivering ‘Deliciously Different Meal Kits’.
Ashleigh Becker, head of acquisition for Marley Spoon and Dinnerly, said the creative concept is all about stripping back big ideas and focusing what Marley Spoon does best.
“If you speak with Marley Spoon customers, it’s rare that there’s just one thing they really enjoy. For some people it’s the variety of meals, for others it’s about saving time; much like cooking, it’s a personal decision. So we wanted to showcase all of these in a way that really cuts through.
“From the moment we started working with them, the team at Abel proved they were the right creative partners. They demonstrated a highly informed understanding of our product and customers, and how to best showcase the still relatively new concept to potential dinner enthusiasts. Developing the creative concept alongside the Abel Creative team gave us a chance to creatively explore new and exciting ways to show how Marley Spoons compliments the lives of our busy customers.”
The campaign launched in the Christmas period with the new TVC airing nationally, along with a strong social and digital presence. The out of home campaign will hit the streets of Sydney and Melbourne in late January.
Creative — Abel Creative
Production — Heckler
Media Agency — Avenue C