Saatchi & Saatchi develop new adventure for My Food Bag

New Zealand’s first meal kit maker My Food Bag has launched a new platform developed by Saatchi & Saatchi in conjunction with new My Food Bag partners, MBM and Breakout Room – bringing to life the perfect balance of convenience and ease.

An arresting new art direction style has been introduced to invigorate the brand with a sense of cooking adventure but also to provide a strong distinctive style to My Food Bag communications across channels. The film was shot by renowned food photographer Keiran Scott, with editing and motion graphics by Mardo El-Noor.

Saatchi & Saatchi Chief Creative Officer Steve Cochran says during the development stage they grew an appreciation for the My Food Bag teams’ passion for food.

“Spending time in the My Food Bag kitchens with their team of chefs gives you a real appreciation of their passion for creating interesting recipes every week. Of course, this comes with the discipline of not getting carried away and making things too challenging or too long to prepare. It’s a fascinating job and a great place of inspiration to tap into.”

The launch campaign uses digital OOH and television, predominantly targeting pre-dinner and dinner time, to catch people in the moment they’re faced with the hassle of that night’s meal. The launch also features the sponsorship of Nadia Lim’s own new adventure – her new show, Nadia’s Farm, on Three.

Jo Mitchell, Chief Customer Officer at My Food Bag says: “My Food Bag offers an element of adventure right through the customers experience.”

Watch the new ad here.

My Food Bag – Campaign Credentials:

My Food Bag

Jo Mitchell – Chief Customer Officer

Anya Saikkonen – Head of Marketing

Olivia Sheppard – Senior Brand Manager

Jessie Rolls – Chef/Food Manager

Marie Yu – Chef/Food Manager

Production Crew

Kieran Scott – Director

Mardo El-Nor – Director (VFX)

Sarah Hough – Producer

Mandy – VFX Producer

Ben Witter – Art Director

Jo Bridgford – Food Stylist

Music /Sound Design – Franklin Road

Steafaan Van Leuven – Composer/Sound Design

Creative agency – Saatchi & Saatchi New Zealand

Steve Cochran – Chief Creative Officer

Tim Yates – Senior Art Director

Josh Stuart – Senior Copywriter

David McIndoe – Chief Strategy Officer

Aaron Hodgson – Group Business Director

Briar Dye-Hutchinson – Senior Business Director

Julia Lewisham – Business Manager

Jane Mill – Executive Producer

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