Lil’ chefs push My Food Bag’s Bargain Box

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Saatchi & Saatchi & Robber’s Dog have delivered a new My Food Bag tvc for Bargain Box “super affordable” families meal delivery service.

The campaign first launched in July last year, featuring Julian Dennison, the young star of Taika Waititi’s Hunt for the Wilderpeople. My Food Bag has now employed a band of something they’re calling Lil’ Chefs to represent Bargain Box in the new TV campaign.

“Bargain Box has been a huge success story since its launch last year,” said Saatchi chief creative officer Toby Talbot. “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.”

On a mission
My Food Bag chief marketing officer Louise Cunningham said: “The kids that Bargain Box gets cooking in the kitchen are the stars of our brand so it was only fitting we give them starring roles in our 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.”


Client: My Food Bag
Chief Marketing Officer: Louise Cunningham
Brand Manager: Andrew Roddy
Creative Agency: Saatchi & Saatchi
Chief Creative Officer: Toby Talbot
ECD: Gus Roberts
Creatives: Antony Wilson, Neill McAlpine, Sam Schrey
Business Director: Nick Bulmer
Senior Account Director: Patrick Hancock
Account Manager: Vinay Naran
Jane Mill: Senior Producer
Producer: Fern Holloway
Production Company: Robber’s Dog Films
Director: Robin Walters
Executive Producer: Mark Foster

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