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.”
Credits
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
Got a tip?
Darcy Song was a reporter at Mumbrella, covering media owners, adtech and social platforms. She left in October 2023.
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Shannon, the commenters have a point. I might be missing something here, but what is the end of the article?
What is the point of the execution too? The AI bit is childish, empty, and purposeless and needs to collaborate with information or education.
I don’t mean to be rude or to throw verbal/written stones. If the folks from Marley Spoon and the agency think this is great, good for them.
The article in question trivialises the role of AI in marketing by framing it as a mere gimmick. While it briefly mentions the attempt to use an AI tool, ChatGPT, to generate scripts for a Dinnerly campaign, it fails to delve into the broader implications and potential impact of AI in the industry. The focus on AI’s struggle to generate suitable copy disregards the advancements and potential benefits that AI can bring to marketing strategies. + The tool dodn’t fil, the pilot did it – don’t mistake absence of evidence for evidence of absence
If you going to lead with that headline, the article should honour the title with more substantial news or analysis beyond the superficial description of Dinnerly’s new brand campaign. Instead, it highlights trivial aspects such as rhymes and the struggle of AI in generating copy. This superficial approach limits the any understanding of the campaign’s significance and fails to address important questions about its effectiveness and thoughts behind.
As AI plays an increasingly prominent role in marketing and other industries, how about implications, successes, and challenges?
Keen to hear your thoughts too. And wishing the best to Marley Spoon and The Being Group folks.
Slow news day.
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This is great PR lol
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Thanks for the insightful contribution!
Shannon Molloy – editor
With the write prompts, AI can get to a script with 10minutes.
Creatives need time to “think” – theres two weeks and countless reviews giving them the answer they don’t want.
Ai all the way.
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