Made for ad types: My Food Bag has fun with busy schedules

Hard-working Dentsu staff are among the targets of a campaign for My Food Bag’s new ‘Made’ meal range, by Saatchi & Saatchi and Zenith, that pokes fun at people’s busy lives.

With creative running across digital outdoor and bus shelters, the campaign targets time-poor commuters who may be contemplating a takeaway at the end of the day.

Many versions have been created, including iterations outside Air New Zealand, Spark and various advertising agencies around town.

‘Made for people who work for Air Zealand but want more choice than the chicken of fish’ and ‘Made for Dentsu people who happily work late because that Robert Harvey’s just so charming, right?’ are some examples.

Trish Whitwell, head of innovation at My Food Bag, says Made is for busy people who are on the go so the campaign speaks directly with the target audience by highlighting these busy occasions in real-time.

Toby Talbot, chief creative officer of Saatchi & Saatchi, adds it’s pleased to support the launch of this next innovation for the My Food Bag team and have a little fun with the creative while being super targeted in our approach.

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