On the Menu is changing how Australia feels about frozen food. The new campaign continues its fight against “freezer shame” with a reinvigorated brand strategy by TBWA\Melbourne and a new brand platform, Blame it on the Menu, that presents the brand’s frozen meals as delectable – no remorse.

“As a nation we’re very judgmental. Especially about what people eat. There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but,” commented Zac Martin, planning director, TBWA\Melbourne. According to YouGov, frozen meal eaters are 40% more likely to exercise four times a week and are far from lonely with 61% being in a relationship.

Blame It On The Menu has launched with three commercials humorous commercials that add hyperbole to relatable situations:

Anand Surujpal, Chief Marketing & Growth Officer, On The Menu parent, Patties Food Group, commented, “To grow On The Menu, we need to appeal to existing and new buyers to purchase pre-prepared meals and enjoy without feeling judged. The new platform marks an exciting new chapter for not only On The Menu but the freezer category as a whole.”

Paul Reardon, chief creative officer, TBWA\Melbourne, added, “We were after a storytelling approach with a dead simple structure, the product at its core, and a great tone of voice. This new platform offers us that. And! It’s really fun to write for. That’s a good sign for longevity. We’re looking forward to doing a lot more of OTM’s stories.”

The media strategy was delivered by United, part of the integrated full-service agency. The campaign os running across broadcast TV, BVOD, YouTube, social, radio and OOH.