Aussie ready-made meal provider undertakes brand refresh via Bullfrog
Ready-made meal supplier Dineamic has unveiled a rebrand and new platform, ‘Made Honest’, via Bullfrog.
The shift introduces a new brand identity and philosophy, with packaging, path to purchase and a launch campaign all integrated.
‘Made Honest’ hopes to bring awareness to Dineamic’s product truth – ‘real food that’s made honest’.
“We operate in a category that’s taught people they have to sacrifice flavour and quality in exchange for convenience. The good news is, that’s not true. Our meals are proof that you can enjoy good honest food – fast, and it’s time our brand reflected that,” said Belinda Groves, head of marketing & sales at Dineamic.
“‘Made Honest’ was born out of a belief that honest just tastes better, and that authentic perspective now informs how our brand shows up across the board. From a straight-shooting tone of voice to an unapologetically fresh colour palette, we’ve never felt more like us.”
Dineamic appointed Bullfrog to create a brand solution that would aid in brand growth and awareness, including direct to consumer, major grocery partners, and flagship stores in Melbourne.
Bullfrog will continue to work with the brand to implement the platform, with new product launches and partnerships to be announced in the coming months.
Bullfrog’s creative partner, Elle Bullen, added: “Way too many ads in the ready-made meal sector are a bit grim – hammering weight loss messages or trying to sell the idea of a fully-fledged pub meal that comes in a box.
“So, when we had the chance to work with a company like Dineamic that’s purpose-led and has a product that’s not just passable, but actually bloody delicious, it was a no-brainer. We’re proud to have added a little flavour to a very functional category.”
Credits:
Branding, strategy & creative: Bullfrog
Production: Guilty
Director and photographer: Christopher Tovo
Sound: Gusto Studios
Styling: Peta Gray
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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