Youfoodz and Saatchi & Saatchi Australia have unveiled a new campaign positioning Youfoodz’s ready-to-eat meals as the remedy for busy professionals being thrust back into the real world after the summer break.
Grounded in the insight that returning to the office (and meal prepping your work lunches) can feel like a shock to the system, the campaign introduces a fictional condition: Post-Holiday Acute Aggravated Rebound Condition – or PHAARC. Symptoms include wearing Hawaiian shirts in the office, watercooler-phobia, and sprinkling into conversation exotic phrases picked up abroad.
This ‘diagnosis’ captured the struggle of transitioning from holiday mode to work mode, often resulting in sudden, inappropriate bursts of vacation behaviour. However, with Youfoodz’ meals, time-strapped professionals don’t need to worry about meal prep.
Chloe Painter director of brand marketing ANZ at Youfoodz said, “We’re shining a light on the reality of returning to work after the holidays – and having a little fun with it. PHAARC captures that post-holiday struggle we all know too well, and reminds Aussies that while the transition can be tough, meal prep doesn’t have to be. Youfoodz is here to make nourishing, great-tasting food effortless, so you can focus on getting back into the swing of things”.
“January is a strange time. People are back at work physically. But mentally, it takes a while to convince the mind to get off the beach towel and circle back to those red-flagged emails. We wanted to capture that awkward truth and acknowledge the habits that are part of getting back into the working world,” concluded Avish Gordhan chief creative officer at Saatchi & Saatchi Australia.
“PHAARC is our tongue-in-cheek diagnosis of this and a playful reminder that, when it comes to food, a return to reality can be easy and satisfying with Youfoodz”.
