Ogilvy Melbourne promotes Melbourne Food and Wine Festival as time for attendees to become an ‘explorer’

Ogilvy Melbourne is targeting a broader and younger audience with its first campaign for the Melbourne Food and Wine Festival since winning the account last June.

The campaign introduces the tagline ‘Discover Something New’ and aims to position the event as the perfect time for regular and new attendees to become an ‘explorer’.

Ogilvy Melbourne’s general manager Michael McEwan said in a statement: “We know that food and wine enthusiasts are always searching for new things to discover,whether it is new dining spots, new ingredients or even new cooking techniques.

“This campaign aims to get the message across that the Melbourne Food and Wine Festival is the perfect opportunity to explore, discover and find that something new. Through the use of artistic and sophisticated imagery, along with cutting edge technology and promotions, we hope to also capture the attention of a whole new audience by positioning consumers as the new explorers.”

The campaign runs across TV, cinema, outdoor, digital and press. A limited edition run of art posters were also created for participating cafes and restaurants to use as promotional tools.

Melbourne Food & Wine Festival CEO Natalie O’Brien said in a statement: “The Festival is just as much about socialising as it is about food, so we’ve also created some promotional adventures for these explorers to take advantage of, to really capture a younger generation.”

To further encourage the ‘explorer’ theme, an ‘Explorers’ app that utilises technology designed by Ogilvy-owned digital agency DT will be launched the week before the festival.

Ogilvy Melbourne ECD Brendon Guthrie said in a statement: “The entire campaign and creative execution is a charming celebration of what it means to be curious about food and wine, and one we hope will leave our target market unanimously feeling that this is their festival.”


  • Client: Melbourne Food & Wine
  • Chief Executive Officer: Natalie O’Brien
  • Marketing Manager: Natalie Duke
  • Agency: Ogilvy Melbourne
  • Chief Creative Officer: Steve Back
  • Executive Creative Director: Brendon Guthrie
  • Art Director: Brett Edwards
  • Copywriter: Tim Pashen
  • Group Account Director: Nici Henningsen
  • Senior Account Manager: Mahli Pullen
  • Account Executive: Shane Mitropoulos
  • TV Producer: Jennie McCartney
  • Supervising Producer: Mary Darzi
  • Print Producer: Felicity Sanders
  • Senior Planner: Eugene Catanzariti
  • Animation and Design: The Craft Shop New Zealand
  • Music Composition: Richard Buxton & Sam Hopgood, Sound Lounge
  • Sound Engineer: Richard Buxton
  • Sound Producer: Liz Haussegger, Sound Lounge
  • Digital Agency: DT Melbourne
  • Strategist: Athan Didaskalou
  • Senior Producer: Graeme Sneddon
  • Screen printing: Dangerfork

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