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Web Film

MasterFoods: Let's Make Dinnertime Matter

Let's Make Dinnertime Matter
Mars Food Australia launched its new brand campaign for MasterFoods this week, encouraging all families to #MakeDinnertimeMatter. With the demands of modern life and workloads continuing to increase, the campaign acts as a timely reminder that dinner is more than just a meal, it's a chance to connect with the people who matter most in all our lives.

The Let's Make Dinnertime Matter campaign is in response to research revealing that Australians recognise the benefits of dinnertime, with 78% saying they get more connection from sharing a meal with loved ones than any other activity, yet three quarters want to change something about their dinners.

The objective of the campaign was to capture real, authentic feelings about dinnertime. Street casting and local community outreach was conducted to ensure real Aussie families were recruited from all walks of life.

MasterFoods toured the country shooting in a variety of community locations asking parents who their ideal dinner guest would be. It asked parents and then their children the same question separately. The answers and reactions were real and unscripted and what was revealed surprised everyone.

Complementing the online film, OOH and print also celebrates the role of dinnertime. The advertisements again feature real Australian families and friends connecting over dinner with social posts to remind people to prioritise dinnertime at key points during the day.

To get a deeper understanding of how food enjoyed in company contributes to our emotional wellbeing, Mars Food Australia launched a research report - Lifting the Lid on Dinnertime - investigating the dinnertime habits of Australians.

The report reveals the importance placed on the social role of dinnertime in Australia with respondents telling us that what goes on over the plate (emotional factors) is often more important than what’s on it (the food) or around it (the setting). For example, 'no arguments' was the most essential ingredient for a home cooked meal (38% of respondents said it was essential) and this was followed by time together without stress (37%) and then nutritious food (33%).
Led by Clemenger BBDO Sydney the new MasterFoods Let's Make Dinnertime Matter campaign involved MediaCom Sydney, Ogilvy PR and Starcom with the film shot by The Glue Society's Jonathon Kneebone from Will O'Rourke.

Since the campaign launch on 15 February the video has been viewed over 8.5 million times and has received overwhelming support on social media.
Credits Other credits

Agency: Clemenger BBDO Sydney



Executive Creative Director: Paul Nagy

Creative Director: Luke Hawkins

Creative Director: Ben Smith

Senior writer: Chris Pearce (film)

Art Director (Film): Sarah Parris

Writer: Simon Gibson (print, OOH, social)

Art Director: Dan White (print, OOH, social)

Senior Designer: Daniel Mortensen

Head of Planning: Kit Lansdell

Group Account Director: Maddie Marsh

Senior Account Director: Emily Taylor

Senior Account Manager: George Robertson

Planner - Social Specialist: Toby Clark

Senior Print Producer: Steve Tindall

Senior TV producer: Katrina Maw

Senior TV producer: Jo Howlett

Senior Sound Engineer: Anthony Tiernan

Senior Online Editor: Toby Royce

Studio Manager: Greg Lamb

Senior Retoucher: Giles Davies



Production Company: Will O’Rourke

Director: The Glue Society’s Jonathan Kneebone

Managing Director/EP: Michael Ritchie

EP/Head of Projects: Josh Mullens

Producer: Serena Paull

DOP: Rob Marsh

Editor: Philip Horn

Camera Operator: Jordan Maddocks

Post Production: The Glue Society Studios

Post Producer: Scott Stirling



Global Brand Director, Mars Food: Richard Stear

Marketing Director, Mars Food Australia: Tim Hicks

Marketing Manager, Mars Food Australia: Dave Pearson

Senior Brand Manager, Mars Food Australia: Margaret Hooper



Production Company Stills: The Pool Collective

Photographer: Christopher Ireland

Executive Producer: Cameron Gray

Producer: Petrea Lambert



Media Agency: MediaCom

Buying Agency: Starcom

PR: Ogilvy PR and Porter Novelli Sydney

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