Dineamic, the ready-made meal company, has teamed up with Bullfrog to launch a full brand repositioning.
The new brand identity and philosophy spans packaging, the path to purchase, and an integrated launch campaign.
Elle Bullen, creative partner at Bullfrog, said: “Way too many ads in the ready-made meal sector are a bit grim – hammering weight loss messages or trying to sell the idea of a fully-fledged pub meal that comes in a box.
“So, when we had the chance to work with a company like Dineamic that’s purpose-led and has a product that’s not just passable, but actually bloody delicious, it was a no-brainer. We’re proud to have added a little flavour to a very functional category.”
Dineamic appointed the agency to create a holistic brand solution to help drive the company’s multi-channel growth, including direct to consumer, major grocery partners, and its flagship stores in Melbourne.
Belinda Groves, head of marketing and sales at Dineamic, said: “We operate in a category that’s taught people they have to sacrifice flavour and quality in exchange for convenience. The good news is, that’s not true. Our meals are proof that you can enjoy good, honest food – fast, and it’s time our brand reflected that.
“Made Honest was born out of a belief that honest just tastes better, and that authentic perspective now informs how our brand shows up across the board. From a straight-shooting tone of voice to an unapologetically fresh colour palette, we’ve never felt more like us.”
The agency and client will continue to work together to implement the platform, with new product launches and partnerships to be announced in the coming months.
This work comes after Bullfrog launched a campaign for the pioneering osteoarthritis medication, Epijoint, earlier this year.
See also: Bullfrog debuts ‘Move How You Feel’ campaign for Epijoint
Credits:
Branding, strategy, and creative: Bullfrog
Production: Guilty
Director and photographer: Christopher Tovo
Sound: Gusto Studios
Styling: Peta Gray