The Australian food scene is renowned for its passion and creativity, and Good Food has been at the forefront of celebrating this spirit for many years. In a new campaign celebrating Australia’s love for culinary memories, Good Food is reinforcing its expertise as the ultimate companion for every food moment. The campaign, which runs until June 15, targets food lovers aged 25-54 across Sydney and Melbourne, existing Good Food readers and Good Food Guide users, and the food industry.
- Out-of-home, broadcast, including BVOD, cinema, press, audio streaming, and all social media platforms
- Interactive brand activations on Enmore Road, Newtown (Sydney) and Fitzroy Street, St Kilda (Melbourne)
- Food lovers can access a curated selection of Good Food recipes by pressing a button on digital billboards
This campaign is centered around the idea that Good Food is more than just a publication – it’s a trusted companion for every food moment. The TVC, featuring volumetric photography, showcases Good Food‘s expertise and passion for food in an engaging and immersive way.
“We know Good Food. You can too.” is the core message of the campaign, which aims to position Good Food as the essential companion for discovering and elevating every food moment.
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“The new Good Food app puts that unmatched culinary intel at your fingertips,” said Vera Straubinger, head of brand and acquisition, Nine.
- Target audience: food lovers aged 25-54 across Sydney and Melbourne, existing Good Food readers and Good Food Guide users, and the food industry
- Key benefits: trusted companion for every food moment, local expertise, reliability, and daily cooking inspiration
The campaign also highlights the importance of having Good Food “in your back pocket” – a trusted source of inspiration and solutions for everyday food moments.
| Interactive Activations | Location | Description |
|---|---|---|
| Interactive brand activations | Enmore Road, Newtown (Sydney) and Fitzroy Street, St Kilda (Melbourne) | Food lovers can experience the benefit of having Good Food “in your back pocket” with access to delicious recipes and restaurant recommendations. |
“This campaign celebrates Australians’ passion for food and showcases Good Food as the essential companion for every food lover,” said Vera Straubinger, head of brand and acquisition, Nine.
“The new Good Food app puts that unmatched culinary intel at your fingertips,” said Sarah Norris, head of Good Food.
- Key benefits: local expertise, reliability, and daily cooking inspiration
- Unique selling point: the Good Food app combines local expertise, reliability, and daily cooking inspiration
The campaign will run across various platforms, including out-of-home, broadcast, including BVOD, cinema, press, audio streaming, and all social media platforms.
| Key Platforms | Description |
|---|---|
| Out-of-home, broadcast | Run across various platforms, including BVOD, cinema, press, audio streaming, and all social media platforms |
“There is nothing on the market like the Good Food app. While there are cooking apps, and apps that help you discover restaurants, none combine the two. The food space is cluttered, but this app helps cut through the noise with local expertise, reliability and daily cooking inspiration,” said Sarah Norris, head of Good Food.
| Expertise | Description |
|---|---|
| Local expertise | The Good Food app combines local expertise, reliability, and daily cooking inspiration |
“With money tighter than ever, having guidance on what’s worth your dollars in a sea of dining and cooking options, and being able to trust those recommendations, makes the Good Food app very handy,” said Sarah Norris, head of Good Food.
“We know Good Food. You can too.” is the core message of the campaign, which aims to position Good Food as the essential companion for every food moment.
| Key Message | Description |
|---|---|
| “We know Good Food. You can too.” | The core message of the campaign, aiming to position Good Food as the essential companion for every food moment |
“Working with our multi camera array not only makes the food look amazing, but also allows us to tell a truly intimate story with every little imperfection and detail,” said Olivia Altavilla, Director.
| Volumetric Photography | Description |
|---|---|
| A technology that captures unique moments with detail, offering viewers an engaging experience |
In the absence of someone inventing Taste-O-Vision, this was the most immersive way we could bring Good Food’s passion and expertise around food to our viewers,” said Ryan Petie, executive creative director, Publicis Worldwide Australia.
“In the absence of someone inventing Taste-O-Vision, this was the most immersive way we could bring Good Food’s passion and expertise around food to our viewers,” is the statement that highlights the use of volumetric photography in the campaign.
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