My Food Bag encourages Kiwis to go on a taste adventure in new campaign via Saatchi & Saatchi

As New Zealand’s first meal kit maker, My Food Bag has always prided themselves on creating the perfect balance of convenience and ease, but with an emphasis on variety and discovery. My Food Bag has launched new platform via Saatchi & Saatchi New Zealand, which brings this notion to life in a fresh contemporary food-centric way.

The approach leans into the language and joy of cooking up interesting, tasty recipes which is at the heart of what My Food Bag is about.

Says Jo Mitchell, chief customer officer at My Food Bag: “My Food Bag offers an element of adventure right through the customers experience. There’s exploring the variety of new and diverse recipes available every week, unpacking your freshly delivered box, discovering new flavours and techniques while you cook, and when you sit down to eat, there’s trying something new or a twist on something familiar. It’s all a kind of adventure.”

An arresting new art direction style has been introduced to invigorate the brand with a sense of cooking adventure but also to provide a strong distinctive style to My Food Bag communications across channels. The film was shot by renowned food photographer Keiran Scott, with editing and motion graphics by Mardo El-Noor.

The platform has been developed by Saatchi & Saatchi in conjunction with new My Food Bag partners, MBM and Breakout Room.

Says Steve Cochran, chief creative officer, Saatchi & Saatchi: “Spending time in the My Food Bag kitchens with their team of chefs gives you a real appreciation of their passion for creating interesting recipes every week. Of course, this comes with the discipline of not getting carried away and making things too challenging or too long to prepare. It’s a fascinating job and a great place of inspiration to tap into.”

The launch campaign uses digital OOH and television, predominantly targeting pre-dinner and dinner time, to catch people in the moment they’re faced with the hassle of that night’s meal. This is a time of day when the idea of having all the ingredients and simple instructions waiting for you in your kitchen is poignantly motivating. The launch also features the sponsorship of Nadia Lim’s own new adventure- her new show, Nadia’s Farm, on Three.

My Food Bag
Jo Mitchell – Chief Customer Officer
Anya Saikkonen – Head of Marketing
Olivia Sheppard – Senior Brand Manager
Jessie Rolls – Chef/Food Manager
Marie Yu – Chef/Food Manager

Production Crew
Kieran Scott – Director
Mardo El-Nor – Director (VFX)
Sarah Hough – Producer
Mandy – VFX Producer
Ben Witter – Art Director
Jo Bridgford – Food Stylist

Music /Sound Design – Franklin Road
Steafaan Van Leuven – Composer/Sound Design

Creative agency – Saatchi & Saatchi New Zealand
Steve Cochran – Chief Creative Officer
Tim Yates – Senior Art Director
Josh Stuart – Senior Copywriter
David McIndoe – Chief Strategy Officer
Aaron Hodgson – Group Business Director
Briar Dye-Hutchinson – Senior Business Director
Julia Lewisham – Business Manager
Jane Mill – Executive Producer