New TBWA national campaign aims to fight against ‘misconceptions of frozen food’
Frozen ready-meal brand On The Menu has teamed up with TBWA for a new campaign aimed to fight against the “misconceptions” of frozen food.
The new platform, Blame It On The Menu, features three 30 second spots at the dentist’s office. With the dentist MIA, the patient is left with their mouth open thanks to a bite block. It’s soon revealed that the dentist is in the staff kitchen chowing down on a crispy chicken parma completely oblivious to their patient’s needs.
“As a nation we’re very judgmental. Especially about what people eat. There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but,” Zac Martin, planning director, TBWA\Melbourne, said.
TBWA\Melbourne chief creative officer, Paul Reardon, added: We were after a storytelling approach with a dead simple structure, the product at its core, and a great tone of voice. This new platform offers us that. And! It’s really fun to write for. That’s a good sign for longevity. We’re looking forward to doing a lot more of OTM’s stories.”
