MasterFoods Make Dinner Time Matter

MasterFoods Australia is running a new brand campaign for MasterFoods encouraging all Aussies to #MakeDinnertimeMatter. With the demands of modern life and workloads continuing to increase, the campaign acts as a timely reminder that dinner is more than just a meal, it’s a chance to connect with the people who matter most in all our lives. The Let’s Make Dinnertime Matter campaign is in response to research revealing that while Australians recognise the benefits of dinnertime, with 78% saying they get more connection from sharing a meal with loved ones than any other activity, three quarters want to change something about their dinners. To move Aussies to prioritise and celebrate dinnertime, MasterFoods toured the country asking people who their ideal dinner guest would be. It asked parents and then their children the same question. What was revealed surprised everyone.

Masterfoods Make Dinner Time matter children

Who would you choose?

Complementing the online film, OOH and print also celebrates the role of dinnertime. The advertisements feature real Australian families and friends connecting over dinner and social posts will remind people to prioritise dinnertime at key points during the day.

Let's make dinner time matter
Let's make dinner time matter
Let's make dinner time matter
Let's make dinner time matter
Let's make dinner time matter
Some meetings are more important than others

To get a deeper understanding of how food enjoyed in company contributes to our emotional wellbeing, Mars Food Australia launched a research report – Lifting the Lid on Dinnertime – investigating the dinnertime habits of Australians. The report is available to download here. The report reveals the importance placed on the social role of dinnertime in Australia with people telling us that what goes on over the plate (emotional factors) is often more important than what’s on it (the food) or around it (the setting). For example, ‘no arguments’ was the most essential ingredient for a home cooked meal (38% of respondents said it was essential) and this was followed by time together without stress (37%) and then nutritious food (33%).


The Make Dinner Time Matter campaign was developed at Clemenger BBDO Sydney by executive creative director Paul Nagy, creative directors Luke Hawkins and Ben Smith, senior copywriter Chris Pearce (film), art director (film) Sarah Parris, copywriter Simon Gibson (print, OOH, social), art director Dan White (print, OOH, social), senior designer Daniel Mortensen, senior print producer Steve Tindall, senior TV producers Katrina Maw and Jo Howlett, senior sound engineer Anthony Tiernan, senior online editor Toby Royce, studio manager Greg Lamb, senior retoucher Giles Davies, planner (social specialist) Toby Clark, head of planning Kit Lansdell, group account director Maddie Marsh, senior account director Emily Taylor, senior account manager George Robertson, working with Mars Food global brand director Richard Stear, Mars Food Australia marketing director Tim Hicks, marketing manager Dave Pearson and senior brand manager Margaret Hooper.

Filming was shot by The Glue Society director Jonathan Kneebone via Will O’Rourke with executive producer Michael Ritchie, head of projects Josh Mullens, producer Serena Paull, director of photography Rob Marsh, editor Philip Horn, camera operator Jordan Maddocks and post producer Scott Stirling at The Glue Society Studios.

Stills were produced at The Pool Collective by photographer Christopher Ireland, executive producer Cameron Gray and producer Petrea Lambert.

Media was handled at MediaCom and bought through Starcom. PR was handled by Ogilvy PR.

Tim Hicks, Marketing Director, Mars Australia said, “We know that food can connect us with our loved ones physically, socially and emotionally – we make healthier choices about what we eat, we have real conversations and we grow closer to those that matter most to us as a result. Most of us eat dinner each night, but how many of us prioritise dinner to make it really matter?
He continued, “As a brand in over 80% of Australian homes, we have a responsibility with MasterFoods to start a movement and make a real change to shape the future of Australia for the better. This new brand work is testament to the amazing partnership we have with Clemenger BBDO Sydney and our commitment to move all Aussies to prioritise and celebrate dinnertime.”

Paul Nagy, ECD, Clemenger BBDO said, “You know you’re doing something right when your own ad changes your own behaviour, and since working on the Let’s make dinnertime matter campaign for MasterFoods, my wife, my three beautiful daughters and I spend mealtimes together a hell of a lot more. Playing off arguably the greatest dinnertime conversation starter in the history of mankind, it’s such a simple idea that delivers a really powerful message, and I truly hope every Australian family has a good think about it. It’s obvious really, but that special time over dinner is far more entertaining, inspiring and rewarding than any of the million distractions we let get in the way. (While you’re at it throw some MasterFoods lemon pepper on your steak before you barbecue… I’m obsessed.)”