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.”

Despite being noted as one of Australia’s biggest players in the space during its 15-year history, On The Menu – part of Patties Food Group – claims that the brand has had to battle with the convention of “freezer shame”.

“To grow On The Menu, we need to appeal to existing and new buyers to purchase pre-prepared meals and enjoy without feeling judged,” Patties Food Group’s chief marketing and growth officer, Anand Surujpal, said.

“The new platform marks an exciting new chapter for not only On The Menu but the freezer category as a whole.”

The campaign is now running across Broadcast TV, BVOD, YouTube, Social, Radio and OOH.


Agency: TBWA\Melbourne
Paul Reardon                    Chief Creative Officer

Pat Sofra                            Head of Art & Design

Mark Jones                         Senior Creative

Rob Hibbert                      Senior Creative

Virginia Pracht                 Co Head of Planning
Zac Martin                         Planning Director

Kimberlee Wells             Chief Executive Officer

Ricci Meldrum                 Managing Director

Amy McKay                       Senior Business Director

Kate Steven                      Project Director

Melina Flood                     Senior Producer
Tony McKay                      Precision Marketing & Media Lead, United

Evelyn Hamlett                 Planning & Investment Director, United

Client: Patties Food Group

Anand Surujpal, Chief Marketing & Growth Officer

Debra Barrow, Head of Marketing – Pre-prepared Meals

Pierre Meneaud, Head of Digital

Rachael Kirby, Head of Insights

Production Company: Hooves

Director: Jason Perini

Post Production: Crayon


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