Fuss Free Dinners.
Meal kit delivery service EveryPlate has collaborated with TikTok mum Mel Buttle in a campaign via We Are Different.
'Fuss Free Dinners’ campaign with Lyn (Mel Buttle) encourages Australians to calm the kitchen chaos and opt for EveryPlate’s meals instead.
“Earlier this year we re-launched EveryPlate with a new mission – to deliver simple, delicious meal kits without the extra fuss, while showing up in louder, prouder, and more direct ways,” said EveryPlate director of brand marketing Chloe Painter.
“Our Fuss Free Dinners campaign brings to life the absurdity of over-complicated mealtimes.
“We want Aussies to realise that they don’t need all the fancy gadgets and gizmos to create a delicious dinner.
“With EveryPlate, they can get crowd-pleasing meals delivered to their door and cooked in just four steps – it’s mealtime with real simplicity and something the whole family can enjoy.”
43% of Australians have blown up to $200 on food products that are now gathering dust, according to EveryPlate.
47% regret purchasing unnecessary foodie gadgets they saw online.
The campaign has launched across social, influencer, earned and paid channels.
“The campaign is unashamedly simple – leveraging a consumer truth in a meaningfully different way with the right influencer voices and content to drive buzz and engagement across channels,” said We Are Different founder and director Stuart Terry.
“Mel’s iconic Lyn character was the perfect talent for the campaign.
“Her humour and community are the perfect platform to position EveryPlate as the brand who makes dinnertime simple, delicious and fuss-free.”
