My Food Bag celebrates weeknight dinner routines in new campaign via Yarn

My Food Bag has teamed up with independent creative agency Yarn to launch a new brand campaign featuring co-founder and ambassador Nadia Lim.

The launch TVC sees Lim arriving home to the same daily routine we’re all familiar with, before revealing a wide range of delicious My Food Bag meals that Kiwis can look forward to coming home to eat throughout the week.

Says Kellie Douglas, marketing manager, My Food Bag: “We know how stressful meal planning and weeknight dinner times can be. Our new campaign highlights how My Food Bag can help create a simple, healthy, and delicious midweek dinner routine that fits into your lifestyle. And with 30+ recipes to choose from each week, you’ll never have to worry about dinner being stuck on repeat!”

Consumer research reinforces My Food Bag’s new approach, revealing that for nearly three quarters of us, routines are important to New Zealand households. And yet over 80% of us find thinking about what to have for dinner and cooking stressful in some way.

Says Matt Sellars and Rich Robson, co-ECDs, Yarn Co-ECD: “We all have a daily routine and there’s nothing wrong with that. We weirdly find it comforting in all aspects of life, including dinner. We wanted to show how My Food Bag can fit into your dinner routine with a range of delicious meals that make it feel like anything but Groundhog Day.”

Says Kellie Douglas, marketing manager, My Food Bag: “We’ve embraced this new campaign platform from marketing right through to product development, focusing on new recipes that help Kiwis through the busy week, including more and more 15-minute and Smart Prep options.

“We’ve absolutely loved working with the Yarn team to help us bring our new ‘Dinner, Done Better’ positioning to life.”

Says Heath Davy, CEO, Yarn: “Having recently been appointed by My Food Bag, we’ve enjoyed a true collaborative connection with the My Food Bag team and all our partners on this first project. And we’re excited to continue to work with the team to help grow this iconic New Zealand brand.”

The nationwide campaign went live on Sunday night, including TVCs, outdoor billboards, radio, along with digital, social and influencer content.

Client: My Food Bag
Head of Innovation: Trish Whitwell
Head of Marketing: Anya Saikkonen
Marketing Manager: Kellie Douglas
Brand Manager: Tessa Wilson

Creative Agency: Yarn
CEO: Heath Davy
Executive Creative Directors: Rich Robson & Matt Sellars
Strategy: Jacqueline Smart
Designers: Simon McMahon, Matt Hammond, Will Pickering, Caroline Wilkie

Production Company: Reel Factory
Director: Fernando Hart
Executive Producer: Dan Watkins
Producer: Pippa Keiller
Production Manager: Gerard Spowart
DOP: Chris Watkins
Offline Editor: Allan George
Colourist- Alex Mitchell
Sound: Radiate Sound

Photography: Collective Force
Photographer: Josh Griggs

Media Agency: MBM