Publicis Puts The Power of Good Food 'In Your Back Pocket'

A major campaign launched for iconic food brand, Good Food, will celebrate Australia’s passion for creating culinary memories and reinforce the benefit of having its expertise “in your back pocket”, Nine has revealed.

The campaign, running until June 15, positions Good Food as the essential companion for discovering and elevating every food moment, and will run across out-of-home, broadcast including BVOD, cinema, press, audio streaming and all social media platforms.

The campaign's core message, "We know Good Food. You can too," is brought to life through a TVC using groundbreaking Volumetric Photography. This technology, featuring a Light Field Camera Array, captures unique moments with detail, offering viewers an engaging experience.

The campaign targets food lovers aged 25-54 across Sydney and Melbourne, existing Good Food readers and Good Food Guide users, and the food industry.

“This campaign celebrates Australians’ passion for food and showcases Good Food as the essential companion for every food lover. The new Good Food app puts that unmatched culinary intel at your fingertips,” says Vera Straubinger, head of brand and acquisition, Nine.

Good Food will host interactive brand activations on Enmore Road, Newtown (Sydney) and Fitzroy Street, St Kilda (Melbourne) from May 19th, offering food lovers a chance to experience the benefit of having Good Food "in your back pocket," with access to delicious recipes and restaurant recommendations, providing inspiration and solutions to the perennial question – "What's for dinner?"

With commuters and foot traffic able to access a curated selection of Good Food recipes by pressing a button that will feature on the digital billboard, the interactive site creatively brings the brand alive.

The campaign comes off the back of the Good Food app launch last November, which has been well-received, growing quickly in popularity to be the number one food-based magazine in the App Store. The subscriber-based digital offering brings together recipes from Australia’s most-loved chefs and cooks, expert reviews, and exceptional food content, alongside the digitised Good Food Guide.

“There is nothing on the market like the Good Food app. While there are cooking apps, and apps that help you discover restaurants, none combine the two. The food space is cluttered, but this app helps cut through the noise with local expertise, reliability and daily cooking inspiration,” says Sarah Norris, head of Good Food.

“With money tighter than ever, having guidance on what’s worth your dollars in a sea of dining and cooking options, and being able to trust those recommendations, makes the Good Food app very handy.”

The campaign celebrates the joy of everyday food moments and features real families, couples and friends. Director Olivia Altavilla said, “Working with our multi camera array not only makes the food look amazing, but also allows us to tell a truly intimate story with every little imperfection and detail. Let’s eat!”

Explaining how the use of Volumetric Photography adds to the creative, Ryan Petie, executive creative director, Publicis Worldwide Australia, said, “In the absence of someone inventing Taste-O-Vision, this was the most immersive way we could bring Good Food’s passion and expertise around food to our viewers."