New TBWA national campaign aims to fight against ‘misconceptions of frozen food’
Frozen ready-meal brand On The Menu has teamed up with TBWA for a new campaign aimed to fight against the “misconceptions” of frozen food.
The new platform, Blame It On The Menu, features three 30 second spots at the dentist’s office. With the dentist MIA, the patient is left with their mouth open thanks to a bite block. It’s soon revealed that the dentist is in the staff kitchen chowing down on a crispy chicken parma completely oblivious to their patient’s needs.
“As a nation we’re very judgmental. Especially about what people eat. There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but,” Zac Martin, planning director, TBWA\Melbourne, said.
TBWA\Melbourne chief creative officer, Paul Reardon, added: We were after a storytelling approach with a dead simple structure, the product at its core, and a great tone of voice. This new platform offers us that. And! It’s really fun to write for. That’s a good sign for longevity. We’re looking forward to doing a lot more of OTM’s stories.”
Despite being noted as one of Australia’s biggest players in the space during its 15-year history, On The Menu – part of Patties Food Group – claims that the brand has had to battle with the convention of “freezer shame”.
“To grow On The Menu, we need to appeal to existing and new buyers to purchase pre-prepared meals and enjoy without feeling judged,” Patties Food Group’s chief marketing and growth officer, Anand Surujpal, said.
“The new platform marks an exciting new chapter for not only On The Menu but the freezer category as a whole.”
The campaign is now running across Broadcast TV, BVOD, YouTube, Social, Radio and OOH.
Credits:
Agency: TBWA\Melbourne
Paul Reardon Chief Creative Officer
Pat Sofra Head of Art & Design
Mark Jones Senior Creative
Rob Hibbert Senior Creative
Virginia Pracht Co Head of Planning
Zac Martin Planning Director
Kimberlee Wells Chief Executive Officer
Ricci Meldrum Managing Director
Amy McKay Senior Business Director
Kate Steven Project Director
Melina Flood Senior Producer
Tony McKay Precision Marketing & Media Lead, United
Evelyn Hamlett Planning & Investment Director, United
Client: Patties Food Group
Anand Surujpal, Chief Marketing & Growth Officer
Debra Barrow, Head of Marketing – Pre-prepared Meals
Pierre Meneaud, Head of Digital
Rachael Kirby, Head of Insights
Production Company: Hooves
Director: Jason Perini
Post Production: Crayon
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Neil Griffiths is the Managing Editor of Mumbrella. He joined the company in October 2023.
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