Easier recipes and convenience celebrated in budget meal-kit service Dinnerly’s first TVC

Dinnerly, Marley Spoon’s budget meal-kit delivery service, has launched its first-ever TVC in Australia.

The ad angles on the increased convenience of Dinnerly as opposed to its competitors, because the business is operated through its app and it offers simpler recipes to customers.

Created by Abel Creative and produced by Heckler, the ad utilises a combination of animation and live-action to highlight this convenience.

Dinnerly launched in 2018 and has since utilised a digital-only approach to its marketing.

Ashleigh Becker, head of acquisition for Marley Spoon and Dinnerly, explained the shift into mainstream marketing.

“Last year was an enormous year for Dinnerly and the success was built almost entirely off the back of strong online performance marketing,” Becker said.

“Utilising our deep level of customer insights and data derived from our online marketing efforts, we now get to take these learnings to broadcast media and continue to introduce the Dinnerly brand to more Australians.

“Marley Spoon has achieved a significant level of success which highlighted the opportunity to launch a more affordable meal kit option into the market. Now we can offer a helping hand to more Australians at dinnertime and allow them to also enjoy the benefits that meal kits can offer.”

Becker also commented on how Dinnerly and Marley Spoon separate their brands to consumers.

“The tone of voice, brand personality and appeal are deliberately very different between Dinnerly and Marley Spoon; we wanted to create something unique to make sure this really came to life. Our team has worked incredibly hard to make sure each of the differences between the brands are clearly defined and celebrated – this is totally different from anything we have done with Marley Spoon,” Becker said.

Social media and digital ads will accompany the TVC.


Creative — Abel Creative
Production — Heckler
Media Agency — Avenue C


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