Tear-jerker social experiments are no longer cutting edge. And Ikea’s global campaign about the importance of home life and family has been running since 2014.
But Clemenger BBDO’s brand campaign for Mars Food Australia’s Masterfoods hits its mark nonetheless. The campaign, #MakeDinnertimeMatter, is built around a social experiment in which parents were asked to nominate their ideal dinner guest…
…and then their children were asked to do the same while mum & dad observed on a monitor.
…and then their children were asked to do the same while their parents observed on a monitor.
The adults chose celebrities – Paul Hogan, Bob Hawke, Justin Bieber, Kim Kardashian and so on.
All the children said family.
The experiment is running as an online film, supported by OOH and print work highlighting the importance of dinnertime. The ads feature real Australian families and friends connecting over dinner. Social posts will remind people to prioritise dinnertime at key points during the day.
Clemenger BBDO Sydney is the lead agency in the campaign that also involved MediaCom Sydney, Ogilvy PR and Starcom. The film was shot by The Glue Society’s Jonathan Kneebone and produced by Will O’Rourke.
Paul Nagy, executive creative director, Clemenger BBDO Sydney noted, “You know you’re doing something right when your own ad changes your own behaviour, and since working on the Let’s make dinnertime matter campaign for MasterFoods, my wife, my three beautiful daughters and I spend mealtimes together a hell of a lot more. Playing off arguably the greatest dinnertime conversation starter in the history of mankind, it’s such a simple idea that delivers a really powerful message, and I truly hope every Australian family has a good think about it. It’s obvious really, but that special time over dinner is far more entertaining, inspiring and rewarding than any of the million distractions we let get in the way. (While you’re at it throw some MasterFoods lemon pepper on your steak before you barbecue… I’m obsessed.)”
Let’s Make Dinnertime Matter follows Mars Food Australia’s research report, Lifting the Lid on Dinnertime, that investigated the dinnertime habits of Australians. 78% of respondents said they get more connection from sharing a meal with loved ones than any other activity but 3/4 want to change something about their dinners.
Highlights of the report include the social role of dinnertime in Australia. The emotional elements of dinnertime are given more importance the food or the setting. For example, ‘no arguments’ was the most essential ingredient for a home cooked meal to 38% of respondents, time together without stress to 37% and nutritious food to 33%.
Tim Hicks, marketing director, Mars Australia, commented, “We know that food can connect us with our loved ones physically, socially and emotionally – we make healthier choices about what we eat, we have real conversations and we grow closer to those that matter most to us as a result. Most of us eat dinner each night, but how many of us prioritise dinner to make it really matter? As a brand in over 80% of Australian homes, we have a responsibility with MasterFoods to start a movement and make a real change to shape the future of Australia for the better. This new brand work is testament to the amazing partnership we have with Clemenger BBDO Sydney and our commitment to move all Aussies to prioritise and celebrate dinnertime.”
Agency: Clemenger BBDO Sydney
Executive creative director: Paul Nagy
Creative directors: Luke Hawkins & Ben Smith
Senior writer: Chris Pearce (film)
Art director (film): Sarah Parris
Writer: Simon Gibson (print, OOH, social)
Art director: Dan White (print, OOH, social)
Senior designer: Daniel Mortensen
Head of planning: Kit Lansdell
Group account director: Maddie Marsh
Senior account directors: Emily Taylor & George Robertson
Planner – social specialist: Toby Clark
Senior print producer: Steve Tindall
Senior TV producers: Katrina Maw & Jo Howlett
Senior sound engineer: Anthony Tiernan
Senior online editor: Toby Royce
Studio manager: Greg Lamb
Senior retoucher: Giles Davies
Production Company: Will O’Rourke
Director: The Glue Society’s Jonathan Kneebone
Managing director/executive producer: Michael Ritchie
Executive producer/head of projects: Josh Mullens
Producer: Serena Paull
DoP: Rob Marsh
Editor: Philip Horn
Camera operator: Jordan Maddocks
Post production: Scott Stirling @ The Glue Society Studios
Production company (stills): The Pool Collective
Photographer: Christopher Ireland
Executive producer: Cameron Gray
Producer: Petrea Lambert
Media agency: MediaCom
Buying agency: Starcom
PR: Ogilvy PR
Global brand director, Mars Food: Richard Stear
Marketing director, Mars Food Australia: Tim Hicks
Marketing manager, Mars Food Australia: Dave Pearson
Senior brand manager, Mars Food Australia: Margaret Hooper