With Steve Jackson.
EveryPlate is calling AI the ‘busiest person on the planet’ in a campaign via GAME Creative.
“EveryPlate is about removing friction from everyday life, especially at dinnertime,” said EveryPlate director of brand marketing, Chloe Painter.
“This idea taps directly into that truth. By working hand-in-hand with GAME and our in-house teams, we’ve been able to bring the ‘Get Stuck In’ platform to life in a way that feels culturally relevant, distinctive, and unmistakably EveryPlate.”
Built in close collaboration between GAME Creative, Steve Jackson (@Jacko Jacko & Jacko), and EveryPlate’s in-house team, the idea leans into the cultural ubiquity of AI.
“AI can write poems, plan holidays, and answer just about anything you throw at it, but it still can’t solve the daily dinner dilemma,” said GAME Creative founder, Dan Beaumont.
“That tension was too good to ignore. There’s something inherently funny about the world’s smartest and busiest ‘person’ being short on time and stuck on what to eat. We leaned into that, had some fun with the meta nature of AI creating content about itself, and anchored it all in a very human truth that EveryPlate solves brilliantly.”
The campaign rolls out across social, digital, and content channels.
“While everyone else is using AI to perfect things, cut costs and take shortcuts, we saw an opportunity to personify it, giving it a script to work with then letting it create itself as an everyday person and some of the many characters it becomes all in a day’s work,” said Steve Jackson.
“Instead of smoothing everything out completely, we deliberately let AI look, act and feel like AI, keeping a few of the natural flaws and hiccups in its style and language to help it cut through and build on the cheeky, disruptive tone we’ve created for EveryPlate in our previous work.”
Credits
Client: EveryPlate
Director, Brand Marketing – Chloe Painter
Associate Director, Brand ANZ – Alice Mansell
Brand Manager – Timothy Harrison
Production: HelloFresh In-house Team
Agency: GAME Creative
Founder / CCS: Dan Beaumont
Creative Director / Writer: Steve Jackson (@Jacko Jacko & Jacko)
