Post-Holiday Acute Aggravated Rebound Condition.
Youfoodz is positioning its ready-to-eat meals as the ultimate remedy for busy professionals in a campaign via Saatchi & Saatchi Australia.
The campaign introduces a fictional condition: Post-Holiday Acute Aggravated Rebound Condition - or PHAARC.
“We’re shining a light on the reality of returning to work after the holidays - and having a little fun with it,” said Youfoodz director – brand marketing ANZ, Chloe Painter.
“PHAARC captures that post-holiday struggle we all know too well, and reminds Aussies that while the transition can be tough, meal prep doesn’t have to be.
“Youfoodz is here to make nourishing, great-tasting food effortless, so you can focus on getting back into the swing of things”.
The campaign is produced by Clockwork and has launched across TV, OOH, social and digital on January 5.
“January is a strange time. People are back at work physically,” said Saatchi & Saatchi Australia chief creative officer, Avish Gordhan.
“But mentally, it takes a while to convince the mind to get off the beach towel and circle back to those red-flagged emails.
“We wanted to capture that awkward truth and acknowledge the habits that are part of getting back into the working world.
“PHAARC is our tongue-in-cheek diagnosis of this and a playful reminder that, when it comes to food, a return to reality can be easy and satisfying with Youfoodz.”
Credits:
Creative Agency – Saatchi & Saatchi Australia
Chief Creative Officer: Mandie van der Merwe & Avish Gordhan
Creative Director – Michael Barnfield
Creative team: Rosita Rawnsley-Mason and David Govier
Group Account Director: Claire Thompson
Account Director: Isabel Corlett
Account Executive: Sophie Stitt
Head of Strategy: Tim Mottau
Designer: Sophie Whitehead
National Head of Production – Michael Demosthenous
Integrated Producer – Emily Coleman & Jodie Wright
Media – Initiative
Emma Greenhalgh - National Head of Communications Design
Divya Poojary - Strategy Director
Daniela Rocchi - Sydney Head of Investment
Julian Monty - Senior Investment Director
Ashleigh Smith - Investment Manager
Matthew Evans - Managing Partner
Client - Youfoodz
Andreas Dinkel – Chief Marketing Officer ANZ
Chloe Painter - Director - Brand Marketing ANZ
Elle Fleming – Youfoodz Brand Lead
Josh Anderson – Senior Marketing Manager
Sam Perrone – Senior Marketing Communications Associate
Film production – Clockwork
Director: Harrison Woodhead
Executive Producers: Aborah Buick & Katie Trew
Producer: Josh Nicholas
DOP: Dimitri Zaunders
Editor: Matt Maunsell
Casting: i4 Casting
Sound
Audio Post Production: Studiotonic
Sound Design and Mix: Jackson Lister
Audio Producer: Laura-Leigh Smith
