MasterFoods has launched what it describes as a heart-warming campaign to encourage families to make the most of their dinnertime together.
The ‘Let’s make dinnertime matter’ TVC shows unscripted interviews with parents, quizzing them about whom they would most like to share a meal with, followed up by interviews with their children, asking the same question – with surprising results.
The campaign is aimed at countering the demands of modern life and increasing workloads, based on research that indicates 78 per cent of Australians believe they get more connection from sharing a meal with loved ones than any other activity, yet three-quarters want to change something about their dinners.
“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,” Mars Australia Marketing Director Tim Hicks said. “Most of us eat dinner each night, but how many of us prioritise dinner to make it really matter?
“As a brand in over 80 per cent 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.”
To complement the campaign, Mars Food Australia launched a research report, ‘Lifting the lid on dinnertime’, which investigates the dinnertime habits of Australians.
The report reveals the importance placed on the social role of dinnertime in Australia, with respondents saying that what goes on over the table is often more important than the food on it.
Since its release this month, the ‘Let’s make dinner matter’ film has been viewed more than 8.5 million times and has received overwhelming support on social media.