My Food Bag shows the power of food by turning customers’ homes into restaurants

‘Who needs to dine out when you can enjoy a restaurant in your own home?’ asks the latest My Food Bag spot just launched via Saatchi & Saatchi.

The Facebook video shows the power of good food as it sees the homes of My Food Bag customers being turned into restaurants when the food is delivered.

Highlighting the range of food bags on offer—including gluten free, gourmet, family classic and vegetarian—among the home transformations is a family restaurant, veggie bistro, cantina (a bar), café, gourmet kitchen and gluten-free eatery. Nadia also makes an appearance among the customers, with her restaurant simply called ‘Nadia’s’.

It appears Kiwis around the country are keen to try the service at their own homes, with the My Food Bag team quick to respond to Facebook commenters enquiring about when the food delivery service will hit their home towns.

The idea of turning customer’s homes into restaurants follows My Food Bag’s announcement of its restaurant takeover competition and the new My Dinner Party Bag, details of which are being kept under wraps until closer to its availability.

Saatchi & Saatchi won the My Food Bag account earlier this year and immediately got to work developing a TVC featuring Julian Dennison, the young star of Hunt for the Wilderpeople, as the face of the new ‘Bargain Box’ offering. In addition to the TVC, the agency also played an integral role in the brand work, packaging design, website and online content accompanying My Food Bag’s more affordable option.

And in other Nadia Lim related news, the first Nadia magazine is set to launch 17 October, with My Food Bag customers getting the first preview this weekend.

Bauer Media publisher Brendon Hill told StopPress, the bi-monthly publication will occupy a similar editorial space to indie publication Mindfood, but targeting a younger audience.

About the choice to use Lim he said: “Nadia fans are inspired by her positive, calm and down-to-earth approach to life in general – including business, motherhood, wellness and food – and these traits will be reflected in the magazine,”


Client: My Food Bag

Head of marketing: Trish Whitwell

Marketing manager: Matthew Paul

Creative agency: Saatchi & Saatchi

Executive creative director: Guy Roberts

Senior art director: Neill McAlpine

Senior copywriter: Antony Wilson

Head of content: Jane Oak

Senior producer: Joshua Forsman

Business director: Nick Bulmer

Senior account director: Patrick Hancock

Production company: Flying Fish

Director: Gregor Nicholas

Producer: Penelope Sinclair

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