Cookie Monster and celebrity chefs urge people to give blood in campaign focussing on a biscuit

The Australian Red Cross Blood Service has used celebrity chefs and the Cookie Monster in its new campaign to get people to give blood which focuses on the biscuit people receive at the end of the process.

The new campaign, from Cummins & Partners, aims to motivate more people to follow through on giving blood, and uses celebrity chefs Matt Moran, Donna Hay, Adriano Zumbo, Neil Perry, Kylie Kwong and Gabriel Gaté describing how it is the most satisfying thing you will ever eat.

The ad, which features each of the chefs munching the biscuit, then shows Cookie Monster from Sesame Street enjoying one.

Executive creative director Ben Couzens said: “The best bit about giving blood is how you feel afterwards, knowing that your simple act has saved three lives. So we’re using the biscuit to tell Australians that giving blood feels good.

“There are many ways we could have done this – but highlighting the simple, humble biscuit makes the act of giving blood seem both heroic, yet simple and every day.”

The campaign comes to life across broadcast and social media, as well as activations, PR and in-centre collateral.

Alyson Pearce from Australian Red Cross Blood Service said: “We think the Biscuit campaign is a refreshing and novel way to communicate the benefits of giving blood, whilst making it seem like a more everyday, easily accessible activity. We are proud of this work and confident of the impact it will have.”

The campaign comes to life across broadcast and social media, as well as activations, PR and in-centre collateral.

Consumer psychologist Adam Ferrier, chief strategy offer at Cummins & Partners described the ad as “exactly the type of work we want to be making as an agency”.

“Often advertising doesn’t increase peoples’ motivations to act, it simply reminds them to do so,” said Ferrier. “That was where we started. Some people think giving blood is a hassle, or time consuming.

“We wanted to re-frame this and to make the act of giving blood seem easier and more accessible. It’s an idea that has been driven directly out of our ‘Platforms for Action’ behaviour change process, and exactly the sort of work we aspire to make as an agency.”


Australian Red Cross Blood Service

Alyson Pearce, National Marketing & Community Relations Director

Ben Scales, National Campaigns Manager

Kim Feliciak, (Acting) National Campaigns Manager

Production Company, The Sweet

Louis Sutherland, Director

Allison Lockwood, Producer



Jim Ingram, Executive Creative Director

Ben Couzens, Executive Creative Director

Doogie Chapman, Creative Director

Connor Beaver, Senior Art Director

Tom Ward, Managing Director

Adam Ferrier, Chief Strategy Officer

Georgina Pownall, Group Account Director

Ollie Ward, Senior Integration Director

Zac Martin, Digital Strategist

Shane Mitropolous, Integration Director

Jess Thompson, Head of Broadcast Production

Nigel Camilleri, Broadcast Producer

Media, OMD

Valerie Setyana, Account Director

PR, Fuse

Anjana Mani, Head of Fuse & Word Melbourne


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