Saatchi (with a little help from Gregor) launches new campaign for My Food Bag

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Saatchi & Saatchi has released a new brand campaign for My Food Bag that celebrates the restaurant-quality meals New Zealanders can now make at home.

The campaign introduces the new line: Delivering Bags of Goodness that My Food Bag will adopt moving forward. The work will run across TV, digital and social. Watch it here:

Saatchi & Saatchi was appointed as My Food Bag’s agency of record earlier this year and has since helped to successfully launch the company’s new Bargain Box offering.

“Saatchi get us,” said My Food Bag founder (and group co-ceo) James Robinson told M+AD. “They understand what we are trying to achieve and how to get there. This latest work is testament to that.”

My Food Bag launched in 2013 and has experienced remarkable growth, and now boasts over 50,000 customers throughout the country. The business delivers weekly recipes and ingredients for fresh, healthy and delicious meals straight to the door.

In the space of three years, My Food Bag has become the third largest NZ food retailer behind the major supermarket chains and is on track for turnover of $135 million by March 2017.

There are currently seven food bags in the range, feeding everyone from families through to couples or singles with vegetarian and gluten-free options now available. Further innovations are to be released this year.


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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