MasterFoods celebrates family dinner traditions in new work by Clemenger

Mars Food Australia is encouraging Australians to spend dinner at home with the family, in a new campaign for its MasterFoods brand.

Masterfoods campaign

Created by Clemenger BBDO Sydney, the ad tells the story of a young girl and her dad who share the sauce across the dinner table in a robot-like manner.

As the girl gets older it appears as though the ritual starts to fade, until her own child passes the sauce to his grandfather in the same way, making it a tradition across three generations.

Directed by Finch’s Jae Morrison, the ad also features a cover version of Stevie Winwood’s ‘Higher Love’ which was performed by Winwood’s daughter, Lilly.

The new work follows last year’s launch of the ‘Make Dinnertime Matter’ platform which was inspired by the insight into dinner time rituals that make the meals special.

“At MasterFoods we’re proud to have a product range that enables everyone, regardless of cooking ability, time or budget, to ‘Make Dinnertime Matter’”, said Tim Hicks, marketing director at Mars Food, Australia.

Luke Hawkins and Ben Smith, creative directors at Clemenger BBDO, said in a release: “We’ve lost count of how many times we’ve watched this film during production, yet every time we do, we’re inspired to get home for dinner. Hopefully the rest of Australia will feel the same”.

The campaign will run across Australia and New Zealand through TV and online.


  • Agency: Clemenger BBDO Sydney
  • Executive Creative Director: Paul Nagy
  • Creative Director: Luke Hawkins
  • Creative Director: Ben Smith
  • Creative: Carolina Pinheiro
  • Creative: Guilherme Machado
  • Head of Planning: Kit Lansdell
  • Group Account Director: Charlie Elliott
  • Senior Account Director: Emily Taylor
  • Account Director: George Robertson
  • Senior TV Producer: Jo Howlett
  • Senior Sound Engineer: Anthony Tiernan
  • Offline Editor: Tim Mauger
  • Online Editor: Quade Biddle
  • Production Company: Finch
  • Director: Jae Morrison
  • EP/Head of Projects: Karen Bryson
  • Producer: Claire Thompson
  • DOP: Tim Tregoning
  • Post Production: Finch
  • Post Producer: Hazel Gibson
  • Marketing Director, Mars Food Australia: Tim Hicks
  • Marketing Manager, Mars Food Australia: Dave Pearson
  • Senior Brand Manager, Mars Food Australia: Margaret Hooper

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