The food company has cooked up the word ‘blandidote’, a catchy portmanteau of ‘bland’ and ‘antidote’ with creative agency By All Means.
As for the campaign, it’s rolling out across broadcast video on demand, radio, out of home advertising, digital and social, with media planning and implementation from Havas Media Network.
“Sick of mediocre midweek meals that taste netherlands cell phone database like nothing? Always Fresh has the blandidote. De-bland dull midweek meals with our range of flavour-packed deli style ingredients,” the promotional video states.
Radio and influencer ads to promote Always Fresh ‘blandidote’ campaign
The radio spot depicts a couples counselling session where the topic of cooking for one another descends into an argument after accusations of a “pathetic pizza” on wednesday night. The counsellor then suggests Always Fresh’s product range could be the blandidote to the marital woes.
Melbourne Football Club star Christian Petracca has teamed up with Always Fresh for the campaign. Petracca’s home cooking instagram has taken off in recent months, where he posts recipes and delights fans with healthy meals fit for an elite athlete.
In a recent paid promotional post he provided a recipe for pasta alla puttanesca using Always Fresh’ pitted kalamata olives, anchovies and capers. He wrote in the caption the pickled veggies were “the blandidote to midweek meals.”
Owned by SunRice Group, and part of the Riviana Foods portfolio, Always Fresh offer a wide range of deli-style snacks including anchovies in olive oil and condiments from balsamic vinegar to olive oil. They also have a line of entertainer crackers featuring grissini, mini toasts and crustini.
Felton and Coughlan show the dangers of getting anything
The series of ads builds upon the previous campaign featuring Kris and Kendall Jenner, which launched the ‘Get almost, almost anything’ positioning last year. This time, Uber Eats has enlisted globally recognisable actors Tom Felton and Nicola Coughlan.
The ad spots are humorous, over-the-top plays on the two actors’ best known roles.
Felton, famous for his breakout role as the iconically villainous wizard Draco Malfoy in Harry Potter, orders a magic wand from Uber Eats (who wouldn’t want one of those!). But things go awry when Felton accidentally causes his neighbour to disappear in a puff of smoke, and we watch his absurd descent from guilty fugitive to detainee.
For Coughlan, a recognisable star from historical fiction-romance Bridgerton, the ad shows her searching ‘Period Romance’ to order a handsome Victorian suitor. But things go pear-shaped when the dashing date expresses some ridiculously outdated, misogynistic views.
The message of the two short films, conveyed via light-hearted fantastical humour, is that not everything is available to order from Uber Eats, and that this is for the best. The ads end with alternative product suggestions which are offered by Uber Eats. Magic, no, but Ice Magic, yes, finishes Felton’s advert.