See you never, sad microwave meals

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.

What we did

Product development

Partnership facilitation

Creative strategy

Marketing and channel strategy

Campaign development

Content production

Ambassador strategy

Social and experience activation

Engagement programs

Momentum generated

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Direction - Made Honest

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.

So, what to do with a company that’s making honest food for people who actually like food but have been forced to accept flavourless imitations? Embrace the absolute anthesis of it. 
 Counter fake with real, and be honest.

And so, “Made Honest” was born. A philosophy inspired by the food itself, that formed the basis of a repositioning from packaging to partnerships, and everything in between.

We made our enemy the sadness associated with a functional, flavourless meal. And put the joy into enjoying a ready-made meal with honest observations that acknowledged the place we hold in people’s minds (and the place we hold at the bottom of their freezers).

Solution 1 - Brand identity

Finally, we topped it off with a brand campaign designed to thaw attitudes towards the frozen aisle. We served up the idea of real food with real talk in an appetite inducing film that encouraged tired foodies to save complicated recipes and obscure ingredients for the weekend, alongside insightful radio and targeted OOH that set Dineamic up as a no-brainer solution at optimal moments of consideration.

As to the results? Visitors to the website are up 37% since the rebrand, with a 19% spike in sales from new visitors  And perhaps most importantly: Dineamic’s sales are up 22% compared to the previous period.

Solution 2 - Campaign

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Solution 3 - Partnerships

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In their words

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