Melbourne Food & Wine Festival turns to animated campaign combining food with art

The Melbourne Food & Wine Festival has kicked off this year’s marketing push with an animated campaign which visually represents various culinary creations.

Created by Ogilvy Melbourne, the campaign continues to use the the ‘Discover Something New’ tagline which launched last year, this time focusing in on chef Andrew McConnell’s tuna tartare with crushed pea salad with the chef providing the voiceover to take the viewer on a journey of how he creates his dish.

Ogilvy Melbourne ECD Brendon Guthrie said: “Melbourne is renowned for fostering a collaborative and creative spirit and for being at the forefront of the arts and producing some of the best food and wine in the world. This year’s campaign is a novel exploration of combining the two great features of Melbourne’s unique cultural spirit: food and visual art.