Four n Twenty Pie on Magic Salad Plate

Iconic Australian meat pie brand Four ‘n Twenty has been reintroduced to Australian men with the Magic Salad Plate. An integrated campaign introduces a plastic plate which gives the appearance of a healthy salad of lettuce, cucumber, tomato and onion. The television campaign, launched this week, shows two men in overalls tucking into a hand held pies, much to the disgust of women. A well dressed spokesman tells us that despite the fact that it’s been practically proven that a salad is useless some people, like the ladies, seem to think you should at least look as though you’re trying. Four n Twenty have developed the Magic Salad Plate in response. To the untrained eye it looks as though you’re having salad. But of course it’s salad made of plate. It’s magic! Women see the blokes holding their salad plates and just decide to give them their phone numbers! It’s a scientific miracle what’s more. “Have a lunch that’s edible on a plate that’s credible”.

Magic Salad Plate

Click on the image below to play the video.

Four n Twenty useless lettuce
Four n Twenty Pie on Magic Salad Plate


The Magic Salad Plate campaign was developed at Clemenger BBDO Melbourne by executive creative director James McGrath, creative director Ant Keogh, creatives Tom Martin and Julian Schreiber, graphic designer Musonda Katongo, account manager Sarah Galbraith, strategy planner Mike Hyde, web designer Calvin Teoh (Clemenger Blue Digital), plate production leader Jo Currie (Clemenger Fusion), agency producer Sevda Cemo.

Filming was shot by director Tony Rogers via Renegade Films, Melbourne, with producer Jen Livingston and director of photography Marin Johnson. Sound was designed by Stevo Williams at Flagstaff Studios.