The ready meals category is already crowded with voices. Saatchi & Saatchi Australia needed Youfoodz to stand out. The brand doesn’t have a protein platform, organic, plant-based or weight control platform to stand on. But the agency has made quick yet nourishing meal solutions for time-strapped Aussies distinctive by having fun with what makes real life hectic and leaves little time for preparing healthy food.

Avish Gordhan, chief creative officer at Saatchi & Saatchi Australia, stated, “So often, the world of ads is plagued with scenarios that pretend we live in an ideal world and make ideal decisions that have ideal outcomes. We wanted this campaign to challenge that and acknowledge that our days are full of drama, mistakes and accidental all-staff emails. But that doesn’t mean we shouldn’t be able to enjoy an ideal meal that’s well made.”

The campaign has launched across BVOD, SVOD, OOH, digital, social and radio.

“This campaign marks a significant milestone for Youfoodz, launching their new brand platform with a large-scale brand media campaign. Through the powerful collaboration between Spark Foundry Australia, Saatchi & Saatchi Australia and the Youfoodz team, we aim to further elevate the brand as a trusted category leader,” added Nora Nasser, client partner, Spark Foundry Australia.

Chloe Painter, director – brand marketing ANZ at Youfoodz, added, “With ‘Real food for the real world’, we’re celebrating the beautiful chaos of modern life, and showing Aussies that nourishing, great-tasting food doesn’t need to be sacrificed when things get busy. This campaign is an exciting step forward for the Youfoodz brand, and we’re thrilled to be working with such strong partners to bring it to life.”

Credits:
Creative Agency: Saatchi & Saatchi Australia
Chief Creative Officer: Mandie van der Merwe & Avish Gordhan
Creative Team: Rosita Rawnsley-Mason and David Govier
Group Account Director: Claire Thompson
Senior Account Manager: Izzy Corlett
Chief Strategy Officer: Rachel Walker
Strategy Director: Claire Webber
Designer: Sophie Whitehead
National Head of Production PXP – Michael Demosthenous
Junior Integrated Producer PXP – Emily Coleman

Media: Spark Foundry Australia
 
Client: Youfoodz
Chief Marketing Officer ANZ: Andreas Dinkel
Director – Brand Marketing ANZ: Chloe Painter
Youfoodz Brand Lead: Alice Mansell
Senior Marketing Manager: Josh Anderson
Senior Marketing Communications Associate: Sam Perrone

Film Production: Collider
Director: Freudian Nip
Managing Partner & Executive Producer: Rachael Ford Davies
Executive Producer: Tom Slater
Producer: Jane Smith
DOP: Aaron McLisky
Production Designer: Cloe Jouin

Casting: Daisy Hicks Casting
Editor: Sam Wickham
Colourist: Matt Campbell 

Sound Post Production: Sonar Music
Sound Design & Mix: Andy Stewart
Head of Production: Haylee Poppi