Everyplate enlists Mel Buttle for new PR campaign via We Are Different
Meal kit delivery service Everyplate has tapped Australian comedian Mel Buttle’s internet mum character ‘Lyn’ to front its new PR campaign, Mumbrella can reveal.
Developed by We Are Different, ‘Fuss Free Dinners’ has launched across social, influencer, earned and paid channels, encouraging Aussies to “calm the kitchen chaos with fewer utensils, fewer ingredients, and fewer worries”.
It draws on new research commissioned by Everyplate in conjunction with Pureprofile, that found the fondness for ‘FoodTok’ has made nearly half of Australians (43%) blow up to $200 on kitchen gizmos that are now gathering dust. 47% regretted purchasing unnecessary gadgets they saw online.
“The campaign is unashamedly simple, leveraging a consumer truth in a meaningfully different way with the right influencer voices and content to drive buzz and engagement across channels,” Stuart Terry, founder and director of We Are Different, told Mumbrella.
He said it’s a “great example” of earned-first storytelling: “Casting Mel Buttle’s Lyn character as our campaign talent allowed us to deliver thumb-stopping content that cut through, while still feeling incredibly relatable to busy online audiences.
“It’s allowed us to deliver EveryPlate’s fuss-free dinner message in a unique and shareable way. The engagement and PR coverage speaks for itself.”
Everyplate’s mission, according to director of brand marketing Chloe Painter, is to “deliver simple, delicious meal kits without the extra fuss”.
“Our ‘Fuss Free Dinners’ campaign brings to life the absurdity of over-complicated mealtimes. We want Aussies to realise that they don’t need all the fancy gadgets and gizmos to create a delicious dinner,” she said.
Everyplate re-launched with this mission earlier this year. It also introduced a new brand strategy, design system, and identity, via Game Creative.
OOH of the relaunched Everyplate
The relaunch came with a campaign across digital channels, radio, and OOH. Through “striking visual, punchy tone, and straight-to-the-point attitude”, it brought the new line of ‘Get Stuck In’ to life.
We Are Different has had a strong start to the year, following its launch of Different Social in February. The dedicated social, influencer, and content division was created in response to growing industry frustration around brand social engagement, agency integration, and ROI.
It has also celebrated new business wins including Hinge and Paramount+, as well as Crystalbrook Collection Hotels and Resorts, as revealed by Mumbrella. Its wider client roster also includes Brown-Forman, Fujifilm, Spotify, and Kimberly-Clark.
The research was conducted online in April 2025. Findings are based on a nationally representative sample of over 1,000 Australians.
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Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
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