MasterFoods has launched the ‘Un-Mid Your Meal’ campaign alongside range of new boldly flavoured sauces, seasonings and recipe bases.
The campaign by T&P Australia came to life thanks to Haven’t Your Done Well productions with directing duo Will & Sej.
The two hero videos see everyday Aussies complaining about their “mid” meals. A MasterFoods EDM Genie appears and teaches the everyday Aussies how to add bold flavour to their lifeless food. The videos are brought to life by a fun and addictive EDM track by composer Nerdie Sound.
“For 80 years, MasterFoods has been Australia’s flavour champion. Our bold Flavour Range is all about rescuing Aussies from boring, ‘mid’ food and making it incredibly easy to add irresistible flavour to any meal,” Mars Food Portfolio marketing manager Davina Takari said.
The integrated campaign spans across cinema, BVOD, social, influencers, OOH, and retail media.
T&P Australia senior copywriter Ryland Summers added: “I have asked for an extended mix of the Un-Mid Your Meal song on vinyl but apparently, they’re struggling with the CMYK of MasterFoods burgundy in wax. But seriously, this campaign brings together everything you strive for in advertising, a good insight, a punchy line, an amazing production team, two visionary directors (thank you again Will & Sej), and some doof doof,”
