Food delivery commercials are very loud and the category is cluttered. Emotive has found a solution for Providoor, giving it a very different, very striking presence. The campaign is called We Worship Food. It doesn’t have a jingle, a mnemonic or vibrant colours. It has a medieval look and feel and a spiritual tenor.
The campaign underlines Providoor’s premium positioning, delivering exceptional food from Australia’s best restaurants, and is the first work from Emotive since it was appointed to the account in 2021. The launch film, directed by Revolver’s Leilani Croucher, borrows from the visually rich worlds of secret societies and cults. It aims to inspire the devotion of foodies.
The campaign is running on TV and digital, supported by PR, social and special build out of home, complete with custom neon, We Worship Food, lettering.
Michael McCash, chief marketing director, Providoor, commented, “We love the distinctive world the team at Emotive, Revolver and Leilani have created and how it will grow with Providoor as we continue to make exceptional food more accessible. It captures perfectly the reverence in which we, our chefs, restaurants and diners hold food and our shared pursuit of divine culinary experiences.”
Rupert Taylor, creative director, Emotive, added, “Shane, Tim, Michael, Magenta and everyone at Providoor are super smart and bold, so when we said ‘we want to launch a cult for foodies’, they immediately saw the potential of the idea to separate Providoor from the pack. And thanks to Leilani and the Revolver team’s talents, we managed to pull it off.”
Michael Hogg, managing partner and head of strategy, Emotive, stated, “From local lockdown start-up to first big brand campaign in just a couple of years, what Shane and the team at Providoor have created is incredible. Such a unique business deserves an idea to match. In We Worship Food, hopefully we’ve delivered just that. It’s an idea that runs much deeper than the launch campaign and we hope it acts as a call to prayer for devoted foodies everywhere.”
Credits
Client: Providoor
Founder: Shane Delia
Chief Executive Officer: Tim MacKinnon
Chief Marketing Officer: Michael McCash
Head of Marketing & Brand: Magenta Burgin
Performance Marketing Manager: Rebekah McNutt
Graphic Design & Content Creation: Raf Mendelsohn
Creative Agency: Emotive
Chief Executive Officer: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Creative Director: Rupert Taylor
Senior Creatives: Amanda Alegre & Edward Macaulay
Head of Design: Daniel Mortensen
Designer: Samantha Jones
Finished Artist: Greg Lamb
OOH Animator: Stefan Derewianka
Head of Production: Hayley-Ritz Pelling
Senior TV Producer: Michael Hollis
Senior Integrated Producer: Sophia Delimihalis
Client Services Director: Ciaran Miller-Stubbs
Account Manager: Kate Forrester
Media: Principle Media Group
TVC Production Company: Revolver
Director: Leilani Croucher
Managing Director & Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Anna Mannix
Producer: Victoria Schaw
DOP: Jeremy Rouse
Production Designer: Ella Carey
Wardrobe: Matthew Stegh
Casting: Chameleon Casting
TVC Post-production: The Glue Society Studios
Post Producer, Editor & Colourist: Scott Stirling
Flame Compositor & VFX: Naomi Anderlini
Motion Designer: Svet Atanasov
Sound Post: Electric Sheep Music
Executive Producer: Kate Stenhouse
Creative Director: Glenn Sarangapany
Composer: Declan Harsent
Sound Designer: Georgia Collins
Stills Production Company: Sam I Am
Photographer: Benito Martin
Stylist: Jessica Johnson
Retoucher: Alex Reznick
SIA Executive Producer: Richard Cole
SIA Producer: Emily Willis
