This creative agency pitted an AI vs its human creative. Who came out on top?

Meal kit company Dinnerly has released a new brand campaign with a strongly copy-driven theme via its creative agency, The Being Group.

In a 30-second TVC, Dinnerly (the sister brand of Marley Spoon) aimed to strengthen familiarity using a range of adverbs to build on its brand name. Here’s a snippet of the rhyme:

Dinnerly is simply delivered home conveniently.
Cook all meals affordably with recipes made easily.
Flavours are expertly designed to taste deliciously.

Then, for fun, The Being Group wanted to make a point by providing the same brief its human copywriter received to the much-hyped AI tool ChatGPT.

The AI was tasked with writing a script that highlights the brand’s key selling points – easy, tasty and affordable. The prompt was to write a “script for a 30-second TVC to promote Dinnerly” with an explainer that “the audience is busy professionals who crave convenience, but not at the expense of taste”.

In turn, ChatGPT provided the following copy:

You’ll have everything you need on hand with Dinnerly.
Dinnerly makes cooking delicious meals a breeze.
Dinnerly has something for everyone.
Dinnerly. The easy, tasty and affordable meal kit service for busy professionals.

Not great.

In a second draft, ChatGPT was asked to focus on expert flavours, generous servings and convenient home delivery. This script snippet ensued.

Why settle for anything but extraordinary, Dinnerly makes mealtime no longer ordinary.
Your one-stop meal kit shop, making every meal an adventure, non-stop.

When ChatGPT was eventually told to use the -ly mechanic as a suffix, and attach it to the end of the words “simple, expert, taste, delicious, happy and family”, it had a hard time processing the info.

With recipes that are so fine, ingredients so fresh, it’s sublime.
Cooking dinner is no longer a chore, Dinnerly delivers straight to your door.

Needless to say, real-life copywriters can probably rest easy for now that their craft is still very much needed.

On the actual human-created ad delivered to the client, brand manager of Dinnerly and Bezzie, Kelly Rollo, said: “The Dinnerly LY campaign is a fun and entertaining platform for us to deliver our key brand messages in 2023 to our audiences.

“The strength of the copywriting was exceptional and a deciding factor in our decision-making to proceed with this campaign.

“Working with the team at Being was really easy with lots of open communication. Like a swarm of bees, the team took on the project with expert precision.”

Rolf Weber, CEO and co-founder of Marley Spoon Australia, said: “We’re really excited about our new Dinnerly campaign, working with our talented agency partner to highlight our brand’s unique offering and point of difference in a relatable and fun way.

“Solving our customers’ everyday problems is what we’re all about. During a busy time of year, it’s a great reminder that our brand is here to help make people’s lives better.”


Dinnerly Campaign

Client: Marley Spoon Australia

Chief Marketing Officer: Kate Whitney

Head of Growth Australia: Ash Becker

Brand Manager: Kelly Rollo

The Being Group

Principal and Co-Founder: Kerry Neethling

Creative Director: Bas Storch

Copy Lead: Emily Newberry

Visual Media Director: Josh Favaloro

Producer: Steph Outteridge

Relationship Manager: Kate Bedwell

Project Coordinator: Lachlan Rousell

Set and Food Styling: Claire Dickson-Smith, Catherine Zhang and Trish Heagerty


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