Stockland Launches The ‘A To Z Of Mmmm’ With Celebrity Chef Miguel Maestre

Stockland is celebrating the launch of a new retail food campaign, the ‘A to Z of Mmmm’. The new marketing initiative, developed with Ikon Group Sydney, aims to inspire Australians to cook, learn and engage with food and food culture through an ever-evolving collection of online recipes, articles, and videos as well as events and promotions across Stockland’s 41 shopping centres.
Celebrity TV chef and cookbook author, Miguel Maestre, has joined as a Stockland ambassador and the face of the A to Z of Mmmm, to provide exclusive recipes over the course of the year taking inspiration from the alphabet – from Arancini to Za’atar and everything in-between.
The Living Room host will also feature in a web content series, going behind the scenes to meet local food retailers in Stockland shopping centres to discover their food secrets.
The campaign which went live on Monday 1 February will focus on an online paid media and PR strategy as well as in-centre communications nationally. As part of his role as food ambassador, Miguel Maestre will also make a number of exclusive shopping centre visits to Stockland assets across the country over the course of the year.
Maestre said, “I’m very excited to be working with Stockland to launch the ‘A to Z of Mmmm’. Australia is such a fantastic country for food, with a vibrant mix of cultures, great availability of fresh ingredients and just so much passion to try something new.
“I hope to inspire Aussies to expand their food horizons this year and add a little more ‘mmmm’ to their weekly meals – whether it’s a new ingredient they have never tried before, visiting a new local restaurant, or cooking up a storm at home using one of my A to Z of Mmmm recipes.”
Stockland general manager marketing Ben Allen said, “Stockland shopping centres are the heart of their local communities, connecting customers to an abundance of food.
“We now want to connect the community to an abundance of food ideas, food traditions and food experiences from cooking classes to new restaurants and getting to know the people behind their local delicatessen, bakery or fruit and veg shop.”
“We’re seeing a shift in the way people interact with food in a retail environment. Australians are visiting shopping centres as a place to meet with friends for a coffee, a destination for a family Friday night dinner and then are visiting multiple fresh food retailers for their weekly shops from supermarkets to spice shops.”
“At Stockland, we want to make our customers shopping and dining experience as enjoyable, easy and fun as possible and look forward to inspiring Australians around the country with the new A to Z of Mmmm campaign.”
The multi-agency campaign was led by Ikon Group Sydney, which was also responsible for Strategy, Creative & Media. Ikon partnered with fellow STW Group agencies Maverick for PR and events, and One20 for production.
Please login with linkedin to comment
Klout 50 komli Michael Connaghan Moth Projects the proverbialsLatest News

Man Of Many Joins The Australian Press Council
Listing a Mumbrella Award under the accomplishments of Man of Many guarantees scorn from the B&T editorial team.

Ubiquity Lab Expands Team: Nidhi Rajan Joins As Director Of Digital & Performance
It's always good to have someone keep tabs on whether you're underperforming.

Elsa Pataky Hits The Cover Of T Australia
The article compares Pataky's life balance to cocktail ingredients. B&T's recipe would be gin, schnapps and regret.

PlayStation Australia Put NSW And QLD Head-To-Head In Gran Turismo 7 Campaign Via Creative PR Agency Poem
For anyone who wants to take a car and go through the city streets at 200 m/ph.

“Be Very Careful!” Liberal MP Tim Smith Threatens To Take Action Against Teenage Journo
Maybe this little conflict can be resolved in the principal's office or over decaffeinated coffees.

State Of Origin Flasher Upstages ABC Reporter During Live Cross
It's always impressive when a supporter manages to be more badly behaved than any of the players.

Audible Announces First Nations Content For NAIDOC Week
First Nations content should be consumed all year round. But get this in your ears as a start!

10’s Star-Studded Pilot Showcase Features Courtney Act, Abbie Chatfield & Melissa Leong
Channel 10's latest pilot season line-up just screams! We want more Logies next year.

Amazon Staff Ask The Company To Pull The Plug On Books Calling Trans People ‘Mentally Ill’
If Amazon listens it will be the equivalent of putting your coffee mug in the dishwasher at work: the bare minimum.

McDonald’s Australia Announces Digital Sauce Quest
In a Willy Wonka-esque move, Maccas is sending the public on a quest for sauce, something stoners will be familiar with.

B&T Awards Adds NEW CTV Category!
Here at B&T, we love a new category as much as Kochie loves droning on about the economy.

Sunday TV Wrap: State Of Origin Game Two Is Down 100,000 Eyeballs From Last Year
If you knew our TV Reporter, you'd understand the investigative journo skills she used to know who won Origin.

Meta Shuts Down On Employees Talking About Abortion Rights, Report Says
Meta would seemingly prefer workers to talk about MySpace then Abortion Rights.

“Simple Screw Up!” The Daily Aus Mistakes German Flag For Aboriginal Flag In Editing Blunder
Here at B&T, we'd find this mistake way funnier, if we weren't all so confused about how commas work.

UN Women’s New Campaign Highlights Humanity’s Priorities
The new UN Women's Campaign is a nice reminder that some people do want women to have rights.

How To Test A Business Idea: A Step-By-Step Guide
Surely the best way to test a new idea is to go down to the pub and see if anyone calls it, "a bit shit."

Google Gives Relocation Choice To States With Abortion Rights For All Its US Employees
Packing up and moving your entire life to a place that isn't still stuck in the stone ages is totally a thing now.

Carat Lands $10m Funding For MOOD Tea’s Woolworths Launch
MOOD tea is clearly targeted at younger audiences who can say stuff like "yass" while downing some earl grey.

Cannes Lions: Oglivy Named Network Of The Year, Dentsu Bengaluru Picks Up Agency Of The Year Award
All winners walk away with industry bragging rights and probably a nasty hangover too.

Former Foxtel Exec Launches On-Demand Service Oh! Jazz
If you want to feel better than everyone, but can't be bothered going to a Jazz Club, Oh! Jazz is for you!

Kantar Push Sustainability Efforts Through Appointment Of Bethan Hockey
Feeling smug that you own a Keep Cup? Sorry, sweetie that simply isn't enough.

B&T’s Best Of The Best Late Entries Close Friday + Judges Wanted!
Missed the original deadline? Here's another deadline, although this is actually the last one.

Could The Gift of Adventure Help Drive Your Next Promotion?
Give up on the branded akubra for your GWP, no-one wants it. Try something with a little more adrenaline involved!

Delacon Becomes The First To Release Call Tracking Technology Integration For Google Ads Within APAC Region
Call tracking technology... try finding three more threatening words to put together in a sentence, we dare you!

Eastern Standard Times Hold Launch Event In Deeply Cultural Setting
Global media network Eastern Standard Times had their official launch event on Thursday (23/6) night at the Lucky Kwong restaurant in Sydney’s South Eveleigh, with the focus being placed on how this platform will provide Asian communities in Australia with a greater insight on what they need to know. Editor-in-chief Keshia Hannam, who served as […]

Samsung Slammed With $14M Fine By Federal Court For “Misleading Waterproof Claims”
Thank god we have Korean boy bands because some of the country's leading brands lead a lot to be desired.

Woolworths’ Andrew Hicks Named As One Of The World’s Top 50 CMOs
Woolies' marketing supremo celebrating with an iceberg lettuce or two after being named one of the world's best CMOs.

Nike To Become Latest Big Brand To Officially Abandon Russia
Russians set to queue for bread in their thongs as Nike becomes latest western capitalist dog to exit the country.

Netflix Co-CEO Meets With Reps From Google At Cannes To Strike A Potential Ad Partnership
Ads might soon be coming to Netflix. Although we're quite sure Messrs Warburton, Sneesby etc will be having none of it.

Harrowing Campaign Shows The Last Photos & Videos Of Suicide Victims
Ready the tissues at this incredibly powerful and brave mental health initiative.

Alfi Study Reveals Entertainment & Media Will Be Main Focus Of DOOH Ads Within The Next Year
DOOH continues to prove the hot category in adland. That said, B&T's still got a soft spot for towed plane banner ads.

TV Journo Goes Viral After Mistakenly Drawing Large Penis During Report Into The Capitol Riots
Were your school days full of drawing penises on the blackboard and afternoon detentions? Relive the good times here.

ACT Responsible Awards Wunderman Thompson Australia As One Of This Year’s Champions Of Good
ACT Responsible celebrated 4 Champions for Good from the agency, advertiser, NGO and public sectors who have made an impact in the social and environmental areas and helped improve the world through personal contributions or creative campaigns. “It is not an Award. There is no competition and there is no winner. The goal of this […]

Thursday TV Wrap: Footy Punts Seven To A Big Win
The AFL proved a ratings winner for Seven last night. Just not in Sydney, were no one gives a shit unless the Swans win.

WARC Announce The Winners For Their 2022 Award In Effectiveness
If B&T ever had an award for effectiveness, it would go to our publican for his 5-6pm half-price pints happy hour.

Cannes Lions: VICE Media Win Third Grand Prix For Their ‘Unfiltered History Tour’
On the third day of the 2022 Cannes Lions International Festival of Creativity, the “Unfiltered History Tour” campaign by VICE Media walked away with yet another Grand Prix, this time in the Social & Influencer Lions. The campaign, which was held in partnership with the British Museum by the Dentsu Creative teams of Mumbai, Bengaluru […]