SBS Food Unveils New Brand Campaign

SBS Food Unveils New Brand Campaign

SBS Food has unveiled a new brand campaign, serving up the world on a plate and offering Australian audiences a fresh take on food in 2019.

Featuring some of Australia’s favourite foodies including Adam Liaw, Poh Ling Yeow and Silvia Colloca, alongside an unexpected twist on everyday food items, the campaign highlights the unique and distinct offering on Channel 33 and reinforces SBS’s strong heritage in food from Australia and around the world. 

Jane Palfreyman, director of marketing, SBS said: “SBS Food embraces different cuisines, flavours, cultures and people through travel and experimentation. Our new programming is connecting with content-hungry viewers, with audience numbers up by almost 20 per cent since November. 

“The new brand campaign balances sophistication with humour to create an identity for SBS Food that is bold and unique. SBS is all about a world of difference, and SBS Food brings this to life by giving you a fresh take on food,” Palfreyman said.

The new creative campaign comes following SBS Food’s relaunch in 2018, offering audiences a broad range of programming with a focus on distinctive Australian and international content to enable them to explore the world through cooking, cuisine and culinary cultures.

Launching today, the integrated campaign will run across SBS’s owned channels, supported by off-channel out of home and digital placements in social, digital video and search to drive awareness and engagement.

The new SBS Food campaign was developed and created internally by SBS.

SBS Food features programming from Australia and around the world with much-loved food personalities including Adam Liaw, Poh Ling Yeow, Donna Hay, Shane Delia, Peter Kuruvita, Luke Nguyen, Anthony Bourdain, Silvia Colloca, Nigella Lawson, Rick Stein, Jamie Oliver and Kylie Kwong. SBS Food content is available on Channel 33, on the SBS website and SBS On Demand. SBS’s flagship food programs continue to air on weeknights at 6pm and Wednesday evenings on SBS.



Director of Marketing: Jane Palfreyman

Head of Creative: Joel Noble

Head of Group Marketing: Uma Oldham

Marketing Manager: Alexandra Conomos

Account Executive: Ciann Chow

Creative Manager: Derek Best

Creatives: Alison Hastie, Madeleine Dudley, Cathy Vu, Wassim Bazzi, Jesse Dalton

Senior Producer: Lara Parker

Production Coordinator: Lucy Fuggle

Camera: Nicholas Wilson, Grant Jordan, Ben Skinner

Audio: Bruce Dale, Jeremy Wilmot

Finishing: Wassim Bazzi, Alyn Mykas

Digital Strategist: Claire Dumont

Publicity: Jo’an Papadopoulos, Navjot Kaur

Media Agency: Zenith and Bench

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