One of the positive effects of lockdown was a renewed interest in cooking – making from scratch, experimenting with new flavours, reviving old-fashioned recipes, inventing new ones.

Masterfoods is hoping to keep this new tradition alive after lockdown with its campaign by Clemenger BBDO Sydney that injects excitement into cooking with its motto, Go Rogue with Flavour, and highlights the brand’s herbs, spices, recipe bases, sauces and condiments.

Clemenger BBDO Sydney executive creative director, Darren Wright, commented, “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 humorous TVC turns culinary experimentation into a vibrant musical theatre adventure. It was directed by Fiona McGee, with choreography by Rowena and Joel Rasmussen, who have worked with Katy Perry, Taylor Swift and Kelly Rowland, underlined by a reworking of Elvis Costello’s Pump it Up.

https://youtu.be/V8YeQWc4wfk

Bronwyn Powell, marketing director at Mars Food Australia, commented, “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.

“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.”

Go Rogue with Flavour is running on 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, in which a team of MasterFoods recipe creators produced recipes for Australians looking for dinner inspiration via a Facebook Messenger Dinner Hack hotline.

Credits

Creative Agency: Clemenger BBDO Sydney

Chief Creative Officer: Ben Coulson

Executive Creative Directors: Darren Wright & Brendan Willenberg

Art Directors: Willy Maitland & Mick Pollard

Copywriter: Josh Aitken

Craft: Dan Mortensen & Alex Kidd

Agency Producers: Denise McKeon & Katrina Maw

Planning Director: Jess Page

Senior Account Director: Conor Walsh

Senior Account Manager: Anna Mounsey-Heysham

Social & Digital:

Head of Integrated Production: Claire Bisset

Digital Designer: Jay Young

Digital Producer: Dale Emrose

Editor: Emily Cornelius

Sound Design: Robbie Balatincz

Production Company: Good Oil

Director: Fiona McGee

Producer: Claire Richards

Executive Producer: Juliet Bishop

DOP: Sam Chiplin

Editor: Mark Burnett @ The Editors

Post Production: Fin Design & Effects

Production Design: Neville Stevenson

Sound: Pitchfork Studios

Food Stylist: Jacque Malouf

Music: Elvis Costello, Pump it Up, covered by Dan Luscombe.

Music Supervision: Level 2

Food Stylist: Hannah Meppem

Photographer: William Meppem

Client: Masterfoods

Marketing Director, Mars Food Australia: Bronwyn Powell