Australia — Mars Food Australia, the manufacturer of MasterFoods, is making its first foray into the D2C space, with ‘MasterFoods Flavour Club’. Clemenger BBDO worked with the MasterFoods team to craft the ecomm product proposition through consumer interviews, prototype development, testing and optimisation, packaging design, and working closely with Mars Food R&D and logistics teams.

The launch campaign features a partnership with multi-hyphenate Flex Mami. The work is built off the insight that social conversation has dwindled post-Covid lockdown, and as Australians begin to entertain again, there is a desire to spice up dinner party conversations.

Each MasterFoods Flavour Club Kit pairs spicy conversation starters with MasterFoods’ recipes and iconic herbs and spices range with four occasions in mind, each kit bringing a new set of flavours and recipes to explore.

Examples of Flavour Club Kits Masterfoods has come up with include ‘Curry night with mates kit’, a selection of ‘essential’ herbs and spices to make the ultimate curry to share with friends coupled with ‘essential’ questions curated by Flex Mami; another one is ‘Your dating essentials kit’, a hot ensemble of MasterFoods’ herbs and spices paired with Flex Mami’s spiciest questions – guaranteed to break the ice on a first date; and  ‘Epic high tea kit’, a sweet curation of MasterFoods’ baking essentials range with sweet and sour question cards to dial up a wholesome tea party, among others.

The questions don’t beat around the bush, with each kit delving into the themes of love, life, death, career and psychology, meaning there’ll be no room for small talk at the dinner table.

Each kit comes with a selection of MasterFoods recipe cards tailored to the included herbs and spices, ‘flavour hacks’ cooking tips and tricks.

Rachel Humphrey, portfolio marketing manager at Mars Food Australia, said, “We’re all about flavouring up dinner times, helping Aussies to create easy, flavoursome dishes they will be happy to share with others.”

Humphrey adds, “For us, a meal is so much more than the food on the table – it’s where you gather with friends and family to talk, laugh and reminisce. Working with Flex Mami has meant we can take this one step further, really getting to know one another over a delicious meal.”

Clemenger BBDO Sydney has been working with MasterFoods for over 25 years.

Brent Kerby, CEO of Clemenger BBDO Sydney, shared, “The MasterFoods team has been ambitious with their push into the direct to customer space, and to leverage the opportunity it presents to create meaningful connections with their consumers. This campaign is the embodiment of the MasterFoods belief that when flavours connect in the kitchen, people connect around the table. We see this project as the first iteration of many DTC future innovations.”