Yumi's introduces new veggie burger range in campaign

25 June 2020

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The multi-media campaign will run on FTV, BVOD, digital, social and digital OOH.

Yumi’s, best known for its delicious tasting dips, has released a new campaign to promote the launch of its own range of Veggie Burgers.

As more and more people start to cut out or reduce the amount of meat they eat – over half Australia’s population identify as meat reducers – they are all searching for tasty substitutes.

It’s a fast growing category and there’s quite a lot of choice out there, but not all of it is as appealing or tasty as it might be.

So Yumi’s decided to bring their expertise making high quality cuisine based on family recipes for over 30 years to the realm of meat alternatives.

“If you’re trying to eat less meat, veggie burgers are an easy way to do it,” Now Screen senior writer Mardi McConnochie says.

“You don’t have to change the way you cook, and most people already love burgers. Plus Yumi’s Veggie Burgers are full of flavour from real vegetables, herbs & spices which makes them naturally delicious and juicy.”

Yumi's consumer strategy and insights manager Susan Booker says the brand's original recipers were created by Aunty Chumi in the family shop in Ripponlea in Melbourne.

“Everything we do is infused with her philosophy of only using real fresh ingredients treated with love and respect,” Booker says.

Yumi’s decided to use “Whatsnew? – where you see it first” to maximize the news value of its new Veggie Burgers and highlight their "unbeatable" taste appeal.

The multi-media campaign will run on FTV, BVOD, digital, social and digital OOH.


Client: Yumi’s
Director – Michael Friedman
Consumer Strategy and Insights Manager – Susan Booker
National Sales Manager – Marcus Mills
National Sales Manager, Food Service – Doug Coleman

Creative Agency and Production Company: Now Screen
Client Service Director: Andrea Robertson
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Global Producer: Aryani van Dam
Director/DOP : Jason Wingrove
Editor: Esteban de la Concha
Sound design: Mark Gluhak

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