Ad Nut
Aug 3, 2018

Cook-at-home service introduces 'spokesveggie'

An animated brussels sprout explains My Food Bag's benefits, as well as what happens to veggies the kids don't care for, in this campaign by Saatchi & Saatchi New Zealand.

A wayward brussels sprout named, inevitably, Russel, fronts a new ad for New Zealand-based cook-at-home service My Food Bag in a new campaign by Saatchi & Saatchi New Zealand. 

Russel is cute, and he does a bang-up job explaining the supposed family-togetherness benefits of the service, which delivers pre-measured ingredients and preparation instructions.

The campaign launched in cinemas on 12 July and went to TV this week. Online and digital content will roll out in coming weeks, including an interactive digital storybook triggered by an AR-enabled sticker that's included with deliveries.

Nice work.

However, the company's name just makes Ad Nut think of this spoof from The Onion:


Client: My Food Bag New Zealand
Chief Marketing Officer: Louise Cunningham
Marketing Manager: Sarah Moller

Creative Agency: Saatchi & Saatchi New Zealand

Production Company: Assembly
Director: Damon Duncan
Producer: Helen Naulls

Music: Liquid Studio
Composer: Peter van der Fluit
Producer: Tamara O’Neill

Animation: Assembly

Media Agency: Zenith Optimedia New Zealand

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.


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