PlayStation recreates video game dishes with Aussie restaurants

PlayStation Australia has partnered with Australian restaurants and Deliveroo to launch a new campaign titled ‘PlayStation to Plate’ which is rolling-out from Friday 3 December via Poem and Amplify.

The campaign sees three restaurants from Sydney and Melbourne recreate dishes that can be found within PlayStation games, such as Ellie’s steak sandwich in The Last of Us: Part II.

The restaurants involved include Bistro Morgan, Mary’s and The Italian Bowl.

Amplify creative director Tim Baggott said: “By surfacing the attention to detail that goes into even the incidental food found in gaming universes, we hope to give new audiences a flavour of the rich, immersive worlds and stories, found only on PlayStation. We hope people will feel the genuine sense of play that was present throughout the entire process.”

‘PlayStation to Plate’ marks the start of Amplify’s relationship with PlayStation in Australia. The campaign was delivered in collaboration with Poem which delivered all communications, PR and social.

PlayStation Australia director of marketing Patrick Lagana commented: “We wanted to create an unmissable moment that cuts through culture and celebrates play in an irreverent way that only PlayStation can do. It’s been exciting to bring the worlds of Uncharted, The Last of Us Part II, and Ratchet & Clank: Rift Apart, to life and experience in a whole new way. With PlayStation to Plate we’ve brought the virtual into reality and shown that play has no limits, on the console and on the plate.”

PlayStation To Plate meals will be available from 3 December to 13 December for order in all participating restaurants and online through Deliveroo. All content will live across PlayStation Australia social channels and partnering restaurant social channels. Paid media will live across Facebook, Instagram and Twitter, managed by media agency MediaCom.

Poem has worked on several Playstation campaigns, including a recent one featuring the Fairbairn Film duo and musician Tash Sultana.


Client: Sony PlayStation

Campaign: PlayStation To Plate

Brand partners: Mary’s, Bistro Morgan, The Italian Bowl

Creative concept, Content and Event: Amplify

PR, Influencer & Social Media: Poem

Media: Mediacom

Content Production: Entropico


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