‘Blandidote’: a fresh new word cooked up in Always Fresh’s linguistic kitchen
Riviana Foods’ pickled vegetable brand Always Fresh has unveiled a new multi-channel campaign via creative agency By All Means.
The campaign introduces the word ‘blandidote’ – a cure for boring meal blandness.
Aiming to inspire people to improve their boring mid-week meals, Always Fresh products are the ‘blandidote’ and solution – bringing deli style ingredients to everyday meals.
“It has been almost 7 year since this brand has been in market ATL [above the line] and so we had a number of jobs to do with this campaign – attract an audience slightly younger than our current cohort; make the Always Fresh brand name top of mind, and position ourselves as the solution to boring, tired mid-week meals,” said Jacqui Vanderzeil, head of marketing and innovation at Riviana Foods. “I think we’ve got there in a really fun and delicious way.”
Always Fresh’s marketing manager, Stephanie Nilson, commented: “Pretty much everyone’s got a jar of Always Fresh in their pantry or fridge at home, but it’s flown under the radar for long enough! We really do hope this campaign helps people shake up their recipe repertoire and find a little inspiration in the kitchen.”
By All Means’ managing partner, Mat Cummings, said: “We’re really happy with this campaign. It’s been a terrific collaboration with the Always Fresh team, from strategy through to creative development, and it represents a real step change for the brand.
“We all feel pretty sure it’s going to deliver some great results back to the business.”
Ed Howley, creative partner at By All Means, added: “We realised we were onto something when we came up with a concept that solved the brief in a single word, but our joy doubled when a Google search proved ‘Blandidote’ was a brand new word – that sort of opportunity doesn’t come along very often!
“Paired with our new brand platform ‘Flavour. Packed’ we hope that this is just the first bit of work in making Always Fresh a household name,” he concluded.
The campaign is rolling out across BVOD, radio, OOH, digital and social, with media planning and implementation from Havas Media Network.
Credits:
Client – Riviana Foods
Riviana head of marketing & innovation: Jacqui Vanderzeil
Always Fresh marketing manager: Stephanie Nilson
Brand manager: Emily Ross
Assistant brand manager: Melanie Beckham
Agency – By All Means
Managing partner: Mat Cummings
Strategy lead: Georgie Pownall
Creative partners: Toby Cummings & Ed Howley
Creative: Liam Ratliff & Britt Manning
Finished art: Joanne Gerace
Media – Havas
Account director: Sarah Cook
Account manager: Derya Parbo
Account executive: Jane Doa Thi
Account executive: Frazer Woodhead
Sound production – Squeak E Clean
Sound designer: Paul Le Couteur
Producer: Ceri Davies
Production – stills
Producer: Sam Lee (Tomboy)
Photographer: Ryan Creevey
Retouching: Jason Ridell, Ryan Creevey
3D Artists: Jason Ridell, Chris Northey
BVOD & animations – film
Animator: Chris Northey
Got a tip?
Lauren McNamara is a freelance journalist contributing to Mumbrella. She previously spent three years at the publication, most recently as the associate editor. She first joined in 2022 after completing a Bachelor of Communications (Journalism) at UTS. She left her staff role at Mumbrella in August 2025.
Linkedin
topics
Always Fresh
By All Means
Campaign
Ed Howley
Havas Media Network
Jacqui Vanderzeil
Mat Cummings
Riviana Foods
Stephanie Nilson
