Masterfoods celebrates family ‘forever’ recipes

Masterfoods’ latest campaign, Forever Recipes, seeks to remind Australians of the magic and emotions surrounding their family recipes.

Created by Clemenger BBDO, the campaign celebrates the shared experiences of family dinners and calls upon consumers to share their stories and recipes with the intention to build a collection of recipes with

A series of short social videos feature Australians from a variety of backgrounds discussing their Forever Recipe and its significance to the family.

The campaign is part of the Masterfoods Make Dinnertime Matter initiative which launched in 2016 in an effort to bring families back to the dinner table.

Bronwyn Powell, marketing director at Mars Food Australia, said in a statement: “As a brand that believes in making dinnertime matter, we wanted to create something that goes beyond simply the food we eat, but celebrates the history, the connection and the love that so much of our food and ‘Forever Recipes’ represent.

“We want to bring Australians back to the dinner table to reap the health and wellbeing benefits that come from sharing a meal together.”

Clemenger BBDO Sydney creative director, Darren Wright, stated: “Forever Recipes is so much more than just 100 grams of this, half a teaspoon of that. It’s about how a recipe can be a treasured collection of family history, memories and stories, and it’s these stories we wanted to tell and inspire Aussie families to share.”

Consumers are also able to submit their family recipes to an online competition that will run until April 29.

The campaign will run until July and encompasses print, digital, PR and social.


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