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On The Menu: Blame It On The Menu
On The Menu might just be the biggest brand you’ve never heard of. Recently acquired by Patties Food Group - the packaging, the brand, and the advertising were all over the place. And growth had slowed.
Australians are surprisingly judgey. Especially about what we eat. There’s a stereotype that if you eat frozen meals you’re a bit like the Comic Book Guy. How could we grow the category and make it more permissible for new buyers to enter the freezer aisle? We melted freezer shame with a new brand platform “Blame It On The Menu”. We encouraged Australians to flip the bird to frozen-meal haters, eating unapologetically. These came to life through a series of scenarios where… … … well I was going to finish writing this case study but that slow cooked lamb looks pretty good. I guess you can Blame It On The Menu.
Agency: TBWAMelbourne Related |
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