Unsurprisingly, the bar for ready-made meals has never been high. Because if years of burnt-on-the-edges-yet-frozen-in-the-middle mediocre meals have taught us anything, it’s that convenience has a price. And that price is sacrifice. So, when Dineamic cracked the impossible formula of taste AND ease, they still faced the challenge of convincing a nation of distrustful nukers that something this easy could be anything but over-processed cardboard crap.
Armed with an exceptional, quality product and a brand that made it feel like anything but, Dineamic turned to Bullfrog for support in changing this. We quickly discovered the category leaned pretty heavily into a few dominant camps: the guilt-inducing weight loss spruikers, the protein-worshipping gym bros, and the “we promise this pub meal in a box isn’t expresso depresso” crew. It’s all a bit grim. And as Australia’s relationship with food evolved away from guilt and negativity, grim was not something we wanted to keep on the menu.