Marley Spoon has launched its new brand campaign, ‘Meals’, reimagined for real life, marking the first time customers will see the brand’s refreshed identity in market. The campaign reflects modern meal routines and brings to life Marley Spoon’s evolution from a dinner-focused meal kit into a full meal solution platform.
The new campaign, developed in partnership with TBWA Spain, captures the evolving ways people plan, prepare and enjoy meals. It celebrates the freedom to enjoy food your way, whether that’s cooking from scratch, heating a ready meal or indulging a sweet or savoury craving, reflecting how contemporary food habits have evolved beyond traditional mealtimes.
“Meals no longer fit neatly into a single routine, and our brand needed to reflect that reality,” said Cristina Correia, VP of brand at Marley Spoon. “Working closely with TBWA Spain on a new brand communication campaign and Koto on the identity rebranding supported us in this new chapter. Seeing this launch in Australia is exciting, as it helps us to continue to raise awareness for Marley Spoon in a way that feels relevant, modern and true to our customers’ real life.”
The new campaign follows a refreshed brand identity developed in collaboration with Koto. The updated look is bold, optimistic and anchored by a vibrant new yellow, with a visual style inspired by real, everyday moments. The brand now places greater emphasis on the moments around meals, not just the food itself, reflecting the realities of modern life.
The refreshed brand reflects Marley Spoon’s expanded offering, which has evolved from a dinner-focused meal kit into a flexible online meal platform. Today, customers can choose from cook-yourself meals, ready meals and market extras, supporting a wide range of meal occasions and household needs.
“Marley Spoon is about more than dinner – it’s about meals for all occasions,” added Yasmin Newman, head of culinary.
“We cater to how people eat across the day, whether that’s cooking a recipe from scratch, enjoying a ready meal, or choosing something quick for breakfast, lunch or in-between bites. With the launch of our one-person plan, offering a unique combination of ready meals and cook-yourself recipes, and our upcoming three-person plan, we’re able to reach more Australian households than ever before.”
Launched in November 2025, Marley Spoon’s one-person plan reflects changing customer needs. Customers can choose to cook one-person recipes, enjoy ready meals, or select both within the same plan, offering greater flexibility than a purely ready-made option without compromising on quality or flavour. The plan has already seen strong uptake with customers.
“At Marley Spoon, our business has evolved alongside our customers’ needs,” expressed Rolf Weber, CEO Australia.
“What started as a dinner-focused meal kit has grown into a platform that reflects how people live and eat today. This rebrand and the campaign bringing our new customer experience to life, marks an exciting moment for Marley Spoon globally and particularly in Australia. It signals who we are now and where we are headed, continuing to deliver the quality, choice and convenience our customers expect, while empowering Aussies to eat well and live better, all day, every day.”
