Everyplate enlists Mel Buttle for new PR campaign via We Are Different

July 31, 2025 10:32

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.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.