Marley Spoon celebrates its new range of meal kits in first marketing push of 2020

Meal kit subscription service Marley Spoon has begun 2020 with a campaign celebrating its new range of options for its kits, including healthy and vegan dishes.

The new campaign sees the delivery service match the different personalities of its customers with the right kit for them, from the everyday chef, to the health conscious chef and the busy customer who still looks forward to dinner.

The TVC is paired with close ups of fresh Marley Spoon ingredients being transformed into a dish.

The campaign was created by Abel Creative and produced by Heckler.

Ashleigh Becker, head of acquisition for Marley Spoon and Dinnerly, said of the campaign: “If you speak with Marley Spoon customers, it’s rare that there’s just one thing they really enjoy. For some people it’s the variety of meals, for others it’s about saving time; much like cooking, it’s a personal decision. So we wanted to showcase all of these in a way that really cuts through.

“From the moment we started working with them, the team at Abel proved they were the right creative partners. They demonstrated a highly informed understanding of our product and customers, and how to best showcase the still relatively new concept to potential dinner enthusiasts.

“Developing the creative concept alongside the Abel Creative team gave us a chance to creatively explore new and exciting ways to show how Marley Spoons compliments the lives of our busy customers.”

The TV campaign launched nationally over the Christmas period, accompanied by social, digital and an OOH campaign running in Sydney and Melbourne on public transport.

The OOH campaign will appear in Sydney and Melbourne

The OOH ads will push Marley Spoon’s brand message of ‘Deliciously Different Meal Kits’.

Last year’s January campaign, created by Conti Bros Films, tapped into the insight that Australians’ dinner menus had become predictable, highlighting the frequency of serving up spaghetti bolognese. The campaign aimed to show how Marley Spoon could spice up families’ eating habits.


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


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