The world’s talked-about technology becomes an unexpectedly relatable character in Game Creative’s campaign for prepared meal brand, EveryPlate. The AI is “the busiest person on the planet” – an always-on, always-answering force fielding billions of prompts each day and shaping culture as an accidental influencer, yet still doing something everyone can relate to – cooking dinner at the end of the day.
The campaign is the latest chapter in GAME Creative’s ongoing Get Stuck In platform for EveryPlate. By framing AI as hyper-capable yet endearingly human, the work lands on a simple truth – when life gets busy, dinner doesn’t need to be complicated. EveryPlate’s got your back.
The campaign was built in a collaboration between GAME Creative, Steve Jackson @Jacko Jacko & Jacko and EveryPlate’s in-house team. The idea leans into the cultural ubiquity of AI without falling into tech jargon or futurism. Instead, it uses humour and insight to keep the focus on real people, real evenings, and real meals that make getting stuck in easy.
The full campaign will cover social, digital and content channels, with AI both starring in and helping to generate all elements of the creative, underpinned by EveryPlate’s down-to-earth brand tone.
“EveryPlate is about removing friction from everyday life, especially atAbout GAME dinnertime,” stated Chloe Painter, director of brand marketing at EveryPlate.
“This idea taps directly into that truth. By working hand-in-hand with GAME and our in-house teams, we’ve been able to bring the Get Stuck In platform to life in a way that feels culturally relevant, distinctive, and unmistakably EveryPlate.”
Dan Beaumont, founder of GAME Creative, added, “AI can write poems, plan holidays, and answer just about anything you throw at it, but it still can’t solve the daily dinner dilemma. That tension was too good to ignore. There’s something inherently funny about the world’s smartest and busiest ‘person’ being short on time and stuck on what to eat. We leaned into that, had some fun with the meta nature of AI creating content about itself, and anchored it all in a very human truth that EveryPlate solves brilliantly.”
Steve Jackson added, “While everyone else is using AI to perfect things, cut costs and take shortcuts, we saw an opportunity to personify it, giving it a script to work with then letting it create itself as an everyday person and some of the many characters it becomes all in a day’s work. Instead of smoothing everything out completely, we deliberately let AI look, act and feel like AI, keeping a few of the natural flaws and hiccups in its style and language to help it cut through and build on the cheeky, disruptive tone we’ve created for EveryPlate in our previous work. ”
Credits
Client: EveryPlate
Director, Brand Marketing: Chloe Painter
Associate Director, Brand ANZ: Alice Mansell
Brand Manager: Timothy Harrison
Production: HelloFresh In-house Team.
Agency: GAME Creative
Founder & CCS: Dan Beaumont
Creative Director & Writer: Steve Jackson @Jacko Jacko & Jacko
