Masterfoods launches new ‘rogue’ brand campaign

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Australian dinner time brand MASTERFOODSTM has launched its new brand
platform, encouraging home cooks to ‘Go Rogue with Flavour’.

Australia emerges from the COVID-19 cocoon, MasterFoods aims to inspire weary iso-cooks
to stay in the kitchen and add some fun back into cooking by spicing up mundane meals with MasterFoods
herbs, spices, recipe bases, sauces and condiments.

The TVC,
which was created by Clemenger BBDO together with award-winning director Fiona
McGee, depicts a father cooking dinner for his family, when suddenly he
banishes his cooking boredom and expands his flavour horizons by ‘going rogue’
with herbs and spices. Renowned choreographers Rowena and Joel Rasmussen, who
have worked with the likes of Katy Perry, Taylor Swift and Kelly Rowland, bring
this to life through an amusing all-in family interpretive dance routine to
Elvis Costello’s ‘Pump it Up’.

Powell, Marketing Director at Mars Food Australia, the manufacturer of MasterFoods,
said the company hopes the new platform will inspire Australians to continue
the positive home cooking habits they’ve developed during isolation.

“As a dinner brand founded on herbs and spices
nearly 75 years ago, flavour is our bread and butter. We know that great
flavours can bring people together,” said Ms Powell.

“We also know from research we did before
COVID-19, that the average Australian has a repertoire of 10-12 go-to dishes
they would regularly cook. After months of isolation, many of us are feeling a
little weary when it comes to thinking of how to spice up tonight’s dinner.

“Nine out of 10 Aussie pantries and fridges
have Masterfoods products in them so our campaign is about giving Aussies the
confidence to be a bit braver in the kitchen, spice it up, and go rogue with
the flavours they have in their kitchens.”

BBDO Sydney Executive Creative Director Darren Wright said:

“When you’re cooking meals for you and your
family week in and week out, it’s easy to get stuck in a culinary rut. With ‘Go
Rogue with Flavour’ we wanted to show people it only takes a little twist of
something here, a pinch of flavour there, to turn mid-week mediocrity into
something a bit more magic.”

The ‘Go Rogue with Flavour’ campaign went
live this week across television, online, social, out of home and in-store. It
builds on the success of the brand’s Dinner Hacks program, developed in
response to COVID lockdowns, which saw a team of MasterFoods recipe creators produce
bespoke recipes for Australians looking for dinner inspiration via a Facebook
Messenger Dinner Hack hotline.

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Author: Usama Younus

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