Masterfoods launches new brand platform – ‘Go Rogue with Flavour’ – with Clemenger BBDO

Masterfoods is encouraging home cooks to ‘Go Rogue with Flavour’ in its new brand platform, created to encourage families to continue cooking – using the brand’s herbs, spices, recipe bases, sauces, and condiments – even as COVID-19 restrictions ease.

The platform was launched via Clemenger BBDO with a TVC, in which a father cooking dinner for his family is transported when he adds Masterfoods’ herbs and spices to the dish. Suddenly, he and his family are engaged in an interpretative dance routine, set to Elvis Costello’s Pump it Up and choreographed by Rowena and Joel Rasmussen, who have worked with Taylor Swift, Katy Perry, and Kelly Rowland.

The TV ad, directed by Fiona McGee, went live this week, and is supported with assets across online, social, out of home and in-store.

Bronwyn Powell, marketing director at Masterfoods’ manufacturer, Mars Food Australia, said the new brand platform aims to encourage people to hold onto the cooking habits developed during the pandemic-induced period of isolation.

“As a dinner brand founded on herbs and spices nearly 75 years ago, flavour is our bread and butter. We know that great flavours can bring people together,” Powell said.

“We also know from research we did before COVID-19, that the average Australian has a repertoire of 10-12 go-to dishes they would regularly cook. After months of isolation, many of us are feeling a little weary when it comes to thinking of how to spice up tonight’s dinner.

“Nine out of 10 Aussie pantries and fridges have Masterfoods products in them so our campaign is about giving Aussies the confidence to be a bit braver in the kitchen, spice it up, and go rogue with the flavours they have in their kitchens.”

One of the out of home ads

The platform builds on the brand’s Dinner Hacks program, which was developed in response to lockdown and saw a Facebook Messenger Dinner Hack hotline established. In April, the brand also released its Forever Recipes campaign via Clemenger BBDO, reminding Australians of the emotional impact of family recipes.

“When you’re cooking meals for you and your family week in and week out, it’s easy to get stuck in a culinary rut,” the agency’s Sydney ECD, Darren Wright, said.

“With ‘Go Rogue with Flavour’ we wanted to show people it only takes a little twist of something here, a pinch of flavour there, to turn mid-week mediocrity into something a bit more magic.”


Marketing Director, Mars Food Australia: Bronwyn Powell

Production Company: Good Oil
Duration & Title of TVC: ‘Go Rogue With Flavour’, 1×30 sec
Director: Fiona McGee
Producer: Claire Richards
Executive Producer: Juliet Bishop
D.O.P: Sam Chiplin
Editor: Mark Burnett – The Editors
Post Production: Fin Design & Effects
Production Design: Neville Stevenson
Sound: Pitchfork Studios
Food Stylist: Jacque Malouf
Music: Elvis Costello ‘Pump it Up’ covered by Dan Luscombe. Music Supervision – Level 2

Creative Agency: Clemenger BBDO Sydney
Agency Producer: Denise McKeon & Katrina Maw
Ben Coulson (CCO)
Darren Wright & Brendan Willenberg (ECDs)
Willy Maitland (Art Director)
Mick Pollard (Art Director)
Josh Aitken (Copywriter)
Dan Mortensen & Alex Kidd (Craft)
Jess Page (Planning Director)
Conor Walsh (Snr. Account Director)
Anna Mounsey-Heysham (Snr. Account Manager)


Hannah Meppem (Food Stylist)
William Meppem (Photographer)

Social & Digital:

Claire Bisset (Head of Integrated Production)
Jay Young (Digital Designer)
Dale Emrose (Digital Producer)
Emily Cornelius (Editor)
Robbie Balatincz (Sound Design)


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