The Brief
Create a campaign that re-launches the iconic "What’s for dinner?" platform for Coles, one of Australia's largest supermarket chains, shifting the focus to ultimate kitchen convenience: delicious recipes requiring 30 minutes or less and five ingredients or fewer. The goal is to strip away weeknight cooking stress and get customers excited about meal prep. The campaign must feel elevated, fresh, and modern, while seamlessly communicating Coles' core brand values of affordability and convenience across Australia.

The Idea
Our version of 'What’s for dinner?’ flipped the script on traditional, hyper-polished recipe content by leaning into the chaotic, humorous reality of the kitchen. Driven by a dynamic content creator series featuring popular Australian personalities including Flex Mami and Jeff Van De Zandt the campaign traded rigid cooking tutorials for informal, highly relatable entertainment that proved simple meals could still be incredibly scrumptious. The vision was to elevate the existing Coles brand identity through a contemporary lens, revamping the recipes through a fresh approach to set design, motion, photography, and graphics. We brought the ecosystem to life through long-form 5” IGTV and YouTube episodes, paired with high-impact 10” Meta ads and snappy 6” teasers. Fast-paced, personality-forward hooks and authentic behind-the-scenes bloopers captured immediate viewer attention, delivering a campaign that felt intimately human, visually distinctive, and effortlessly fun.