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
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]