Project

Dinnerly

Dinnerly, a leading Australian meal kit service, aims to provide unbeatable value and simplicity for weeknight dinners through affordable, easy, and quality recipes.

While having strong brand awareness, Dinnerly faces difficulties converting awareness to consideration, especially among key demographics like Gen X families, parents with school-aged children, and millennial homebuyers. The 2023 TVC campaign's primary goal is to educate and entice customers, positioning Dinnerly as the top choice for affordable, easy, and tasty dinners.

The heavily copy-driven campaign utilizes adverbs with a consistent -ly theme, enhancing brand familiarity and establishing Dinnerly as a household name. 3D adverbs in Dinnerly's distinctive purple color create visual recognition, maintaining continuity across international markets. The playful alignment of 3D text conveys dynamic movement without sacrificing legibility.

The TVC rhymes guide viewers through the customer experience, emphasizing affordability and showcasing other benefits like ease, taste, portion size, and convenience. Extensive pre-production involved location scouting, casting, and a mobile kitchen for recipe preparation. Inspired by rapid-cutting styles, the action was synchronized with key messaging, capturing shots efficiently. A Dana Dolly system facilitated overhead filming in Dinnerly's bird's eye style.

The messaging matrix addresses unique selling points and objectives for different audiences. Short and snappy headlines focus on main USPs, adaptable for various marketing channels such as CRM, EDM, paid socials, website, display banners, and outdoor advertising. Imagery strikes a balance between food and family, featuring diverse genders to resonate with a broad audience. The bold and dynamic campaign effectively communicates Dinnerly's key selling points.