Mil Lel Parmesan replaces travel with food experiences via an integrated campaign

With travel still restricted, Mil Lel Parmesan, part of Saputo Dairy, is showing Australians how food experiences can transport them to different countries.

An integrated campaign and online content hub, created by the Havas Melbourne Village, will provide recipes and tips on elevating home cooking by using parmesan in a variety of cuisines.

Talent including former Masterchef host, Gary Mehigan, and former Bachelorette, Georgia Love, will share personal stories about how they have experienced the relationship between food and travel.

The campaign will cross social and digital platforms

The campaign will span social media, influencer marketing, YouTube pre-roll ads and online display. It will also leverage Facebook’s ‘Instant Experience’ full-screen ad offering and adtech company VDX’s rich media ad unit.

Mike Murray, head of marketing at Saputo Dairy Australia, said: “The idea reinforces both the relevance and the tastiness of our product at a time when many people have a fresh passion for cooking at home. Even as social restrictions ease, home cooking continues to be a hot topic in households across the country and this campaign is aimed at adding value to our customers’ lives.”

Havas Melbourne has executed creative, media, social and influencer marketing activity for the campaign.

Tim Higginson, general manager for creative at Havas Melbourne, commented: “This is a great example of the Village coming together to get a campaign into market quickly and to create something that is both helpful and inspiring.”


Client: Mil Lel, Saputo Dairy Australia
Head of Marketing: Mike Murray
Senior Brand Manager: Tracy Wong
Assistant Brand Manager: Rebecca Duncan

Creative Agency: Havas, Melbourne
Media Agency: Havas, Melbourne


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