Bargain Box creates an army of little chefs for new campaign

My Food Bag’s Bargain Box has kicked off a new campaign, via Saatchi & Saatchi and Robber’s Dog, featuring its young fans and the recipes they’ve learned to cook with.

The video is a follow up from last year’s launch campaign, which saw Julian Dennison, aka ‘the official representative of today’s kids’, talk to audiences about how the food delivery programme works.

However, with Dennison off filming Deadpool 2, the new campaign features a group of fresh faces who are quick to take over from the “Hollywood big shot” and share what Bargain Box has taught them. They’ve learned how to make “basgetti”, “cheesy meatballs”, “noobles” and “chilli com cam”.

Founder Nadia Lim also makes an appearance throughout the campaign, however, her robot costume makes her difficult to spot.

Chief creative officer Toby Talbot says Bargain Box has been a huge success story since its launch last year as Kiwi kids don’t just love to eat the food, they love making the recipes too.

“In fact, Julian and Bargain Box have inspired an army of ‘Lil Chefs’ around the country. Hats off to director Robin Walters and to Nadia Lim for working brilliantly with a full-on cast. Not to mention wearing a cardboard box on her head for most of the shoot.”

The ‘army of Lil Chefs’ is evident in the campaign’s casting, with a call for kids aged six to 10 put out on Bargain Box’s Facebook page last month. Not only were the kids able to show off their love of cooking for the camera, there was the extra incentive of a free month’s supply of Bargain Box.

My Food Bag’s chief marketing officer Louise Cunningham says the kids that Bargain Box gets cooking in the kitchen are the stars of the brand so it was only fitting we give them starring roles in the ad.

“We’re on a mission to create Lil’ Chefs all across New Zealand, not just because it’s a fun, family experience but also it’s a life skill we think all kids should have,” she says.

And while some new “official representatives of today’s kids” have had to front the camera in Dennison’s absence, the Hunt for the Wilderpeople star is all over the brand’s Facebook page. He gives a thumbs up to a recipe each week alongside a competition for kids who enjoy getting in the kitchen.


Chief Marketing Officer – Louise Cunningham
Marketing Manager – Andrew Roddy
Chief Creative Officer – Toby Talbot
Executive Creative Director – Gus Roberts
Creative – Antony Wilson
Creative – Neill McAlpine
Creative – Sam Schrey
Business Director – Nick Bulmer
Senior Account Director – Patrick Hancock
Account Manager – Vinay Naran
Jane Mill – Senior Producer
Fern Holloway – Producer

Production Company
Robber’s Dog Films
Director – Robin Walters
Executive Producer – Mark Foster

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