Havas Melbourne encourages people to travel through food

17 June 2020

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Let Taste Take You Places was created for Australian Parmesan cheese brand Mil Lel.

Havas Melbourne has launched an integrated campaign, Let Taste Take You Places, for Australian Parmesan cheese brand Mil Lel.

The campaign from the Havas Melbourne ‘Village’ includes creative, media, social and influencer marketing activity.

“This is a great example of the Village coming together to get a campaign into market quickly and to create something that is both helpful and inspiring," Havas Melbourne general manager of creative Tim Higginson says.

The idea is born from the simple truth: Great food isn’t just delicious; it has the power to transport us.

The campaign provides inspiration for people seeking to elevate their home cooking by providing tips on using Parmesan in many different cuisines, encouraging people to travel the world through their taste buds.

The integrated campaign includes podcasts and content from talent including TV chef Gary Mehigan, who shares personal stories of the relationship between food and travel.

In addition to YouTube pre-rolls and online display, the campaign also uses immersive ad formats including Facebook’s dynamic Instant Experience and VDX’s rich media ad unit to deliver a digital hub of content containing recipes, food travel stories and product usage advice within the ad itself, to deliver meal time inspiration.

“The idea reinforces both the relevance and the tastiness of our product at a time when many people have a fresh passion for cooking at home," Saputo Dairy Australia head of marketing Mike Murray says.

"Even as social restrictions ease, home cooking continues to be a hot topic in households across the country and this campaign is aimed at adding value to our customers’ lives.”


Client: Mil Lel, Saputo Dairy Australia
Head of Marketing: Mike Murray
Senior Brand Manager: Tracy Wong
Assistant Brand Manager: Rebecca Duncan

Creative Agency: Havas, Melbourne
Media Agency: Havas, Melbourne

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