Protein bars.
Carman’s Kitchen is encouraging Australians to make time for protein they’ll actually enjoy in a campaign via Bureau of Everything, Hooligan Collective and Half Dome
"I've never believed you should have to compromise on taste just because something is good for you,” said Carman’s Kitchen founder, Carolyn Creswell.
“That's been at the heart of everything we do at Carman's for over thirty years.
"We don't hold back on ingredients. We obsess over getting the flavour and texture right. And I want people to actually look forward to eating our products - not just grab them because they tick a box.
“The protein category can be pretty boring and functional, and I think people deserve better than that.
"I love 'Protein That Deserves A Moment' because that's exactly how I feel about it.
“Everyone's busy, everyone's rushing so if we can make something delicious enough that you actually want to stop and enjoy it, even just for five minutes, that's what good food should do!"
Built around the idea that when protein tastes this good, people don’t just eat it, they make time for it, the campaign turns everyday Carman’s occasions into very important appointments.
“Carman’s has real ambition for where it wants to take the brand, and ‘Protein That Deserves A Moment’ is exactly the kind of platform we love getting behind,” said managing partner Will Harms.
“It takes protein out of that really functional category language and gives people a much more enjoyable reason to engage with it, which opens up a lot of opportunity for us in media.
“We’ve loved working with Carman’s and Bureau of Everything to build that idea across the consumer journey, and we’re really excited for this to be the first work out of our new partnership”
The campaign will also extend into shopper, retail, partnerships and consumer engagement, including the Carman’s Moment Maker, which allows people to choose a Carman’s Protein product and time before generating a calendar invitation for their own protein moment.
“We’ve all hidden in a cupboard, made ourselves scarce or faked a meeting for a few minutes to ourselves,” said Bureau creative founder Cam Blackley.
“So when protein tastes this good, you shouldn’t rush it at your desk like some sort of office amateur.
“Carman’s is giving people good reason to disappear for a moment.”
Campaign Credits:
Client: Carman’s Kitchen
Creative: Bureau of Everything
Media: Half Dome
Campaign: Protein That Deserves A Moment
Carman’s Kitchen
General Manager Marketing: Adelle Cosgrove
Senior Communications Manager: Andrea Phan
Senior Brand Manager – Breakfast: Samantha Moriarty
Senior Brand Manager – Nutritious Snacks: Olivia Plymin
Agency: Bureau of Everything
Production: Hooligan Collective
Director: Dylan Harrison
Producer: Matt Barber
Media: Half Dome
