Meal Kit Company Dinnerly Launches First TVC Via Abel Creative

Meal Kit Company Dinnerly Launches First TVC Via Abel Creative

As the reality of being in a new decade sets in and hungry workers become busier, Australia’s most affordable meal kit has launched its first-ever TVC, giving Aussies a helping hand with dinner. 

Launching in 2018, Dinnerly is a meal kit service owned and operated by Marley Spoon. The affordable food delivery alternative uses all the same high-quality suppliers as Marley Spoon, however, recipes require fewer ingredients and are easier to prepare. Meals start at $5.25 per person.

Developed by Sydney creative agency Abel Creative and produced by Heckler, Dinnerly’s first-ever TVC uses a combination of animation and live-action to showcase the range of recipes available every week, as well as explain the concept of meal kits to audiences. his is the first TV campaign for the brand, complementing Dinnerly’s previous digital-only approach.

“Last year was an enormous year for Dinnerly and the success was built almost entirely off the back of strong online performance marketing,” said Ashleigh Becker, Head of Acquisition for Marley Spoon and Dinnerly.

“Utilising our deep level of customer insights and data derived from our online marketing efforts, we now get to take these learnings to broadcast media and continue to introduce the Dinnerly brand to more Australians.

“Marley Spoon has achieved a significant level of success which highlighted the opportunity to launch a more affordable meal kit option into the market. Now we can offer a helping hand to more Australians at dinnertime and allow them to also enjoy the benefits that meal kits can offer.

“The tone of voice, brand personality and appeal are deliberately very different between Dinnerly and Marley Spoon; we wanted to create something unique to make sure this really came to life. Our team has worked incredibly hard to make sure each of the differences between the brands are clearly defined and celebrated – this is totally different from anything we have done with Marley Spoon.”

The campaign launched on December 27th with the new TVC airing nationally, along with social media and digital ads. 


Creative — Abel Creative

Production — Heckler

Media Agency — Avenue C




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