Providoor worships food in first brand campaign via Emotive
Premium meal delivery service Providoor has launched its first brand campaign in partnership with independent creative agency Emotive and production house Revolver.
‘We Worship Food’ is the first work created for the brand by Emotive since its appointment in 2021, with the idea born from Providoors distinct differentiation from the cluttered fast-food meal delivery category. The service, which provides Australians with access to the nation’s best chefs and restaurants from the comfort of their home, holds an an unwavering commitment to exceptional food, uniting chefs, restaurants and foodies alike.
The campaign is spearheaded by a launch film, produced n collaboration with Revolver and directed by Leilani Croucher. The spot borrows from the visually rich worlds of secret societies and cults and takes the viewer on a journey of devotion. The film follows a meal being worshipped every step of the way from restaurant to table, demonstrating Providoor’s promise to make in-home dining something akin to a spiritual experience for the devoted foodie.
The film will launch on TV and digital, and will be supported by executions across PR, social and special build out of home, with custom neon ‘We Worship Food’ lettering.
An example of the outdoor execution, with neon lettering
Michael McCash, CMO, Providoor said: “We love the distinctive world the team at Emotive, Revolver and Leilani have created and how it will grow with Providoor as we continue to make exceptional food more accessible. It captures perfectly the reverence in which we, our chefs, restaurants and diners hold food and our shared pursuit of divine culinary experiences.”
Rupert Taylor, creative director, Emotive said: “Shane, Tim, Michael, Magenta and everyone at Providoor are super smart and bold, so when we said ‘we want to launch a cult for foodies’, they immediately saw the
potential of the idea to separate Providoor from the pack. And thanks to Leilani and the Revolver team’s talents, we managed to pull it off.”
Michael Hogg, managing partner and head of strategy, Emotive said: “From local lockdown start-up to first big brand campaign in just a couple of years, what Shane and the team at Providoor have created is incredible. Such a unique business deserves an idea to match. In ‘We Worship Food’, hopefully we’ve delivered just that. It’s an idea that runs much deeper.”
Credits
Client: Providoor
Founder: Shane Delia
CEO: Tim MacKinnon
CMO: Michael McCash
Head of Marketing & Brand: Magenta Burgin
Performance Marketing Manager: Rebekah McNutt
Graphic Design & Content Creation: Raf MendelsohnCreative Agency: Emotive
CEO: Simon Joyce
Managing Partner & Head of Strategy: Michael Hogg
Creative Director: Rupert Taylor
Senior Creatives: Amanda Alegre & Edward Macaulay
Head of Design: Daniel Mortensen
Mid Weight Designer: Samantha Jones
Finished Artist: Greg Lamb
OOH Animator: Stefan Derewianka
Head of Production: Hayley-Ritz Pelling
Senior TV Producer: Michael Hollis
Senior Integrated Producer: Sophia Delimihalis
Client Services Director: Ciaran Miller-Stubbs
Account Manager: Kate ForresterMedia: Principle Media Group
TVC Production Company: Revolver
Director: Leilani Croucher
MD/Executive Producer: Michael Ritchie
Executive Producers: Pip Smart & Anna Mannix
Producer: Victoria Schaw
DOP: Jeremy Rouse
Production Designer: Ella Carey
Wardrobe: Matthew SteghCasting: Chameleon Casting
TVC Post-production: The Glue Society Studios
Post Producer, Editor & Colourist: Scott Stirling
Flame Compositor & VFX: Naomi Anderlini
Motion Designer: Svet AtanasovSound Post: Electric Sheep Music
Executive Producer: Kate Stenhouse
Creative Director: Glenn Sarangapany
Composer: Declan Harsent
Sound Designer: Georgia CollinsStills Production Company: Sam I Am
Photographer: Benito Martin
Stylist: Jessica Johnson
Retoucher: Alex Reznick
SIA Exec Producer: Richard Cole
SIA Producer: Emily Willis
Have your say