Gravox запускает кампанию «Для существ, ищущих утешения», позиционируя соус как источник комфорта в будние дни

Gravox pours on the comfort in ‘For Creatures of Comfort’ campaign via TBWA\Melbourne Kraft Heinz is launching a new masterbrand campaign for Gravox, doubling down on its role as the ultimate comfort companion. The campaign has been developed by TBWA\Melbourne. For generations, Gravox has been synonymous with family roasts and special occasions, earning a place in Australians’ hearts as a symbol of comfort and nostalgia. However, as meal habits evolve and busy lifestyles reshape the way people eat, an opportunity was uncovered to remind Australians that comfort doesn’t have to wait until Sunday night. ‘For Creatures of Comfort’ is inspired by the insight that people, just like animals, have instinctive rituals that make them feel more comfortable. Gravox is positioned as the finishing touch to those rituals, transforming everyday meals into moments of comfort. Brought to life through three playful creative executions inspired by Caterpillars, Wombats and Sloths, the campaign reflects a range of Australians meal occasions. From young families sharing a chicken and gravy roll after sport, to campers enjoying bangers and mash, and housemates relaxing over hot chips and gravy. The campaign builds on the ‘Tastes Like Comfort’ brand platform launched last year, alongside Gravox’s ‘Best Ever’ range, which saw range expansion into new meal occasions such as Swedish Meatballs, Canadian Poutine and Southern Fried Chicken. The new campaign takes that idea further, cementing Gravox’s place at the heart of comforting meals any day of the week. Says Andrea Payne, Head of Taste Elevation at Kraft Heinz: “Gravox has always held a special place on Australian tables, bringing flavour and warmth to the meals people love. With ‘For Creatures of Comfort’, we’re celebrating the rituals that make mealtime feel good, while showing how Gravox can help turn even the simplest mid-week meal into a moment of comfort.” Says Harrison Webster, Group Creative Director at TBWA\ Melbourne: “The strongest ideas are often rooted in simple, human truths. For Gravox, that truth is comfort. The small rituals people return to when they want a meal to feel more satisfying. This campaign brings that instinct to life in a simple and playful way, showing how adding Gravox to mealtime can make everyday moments that little bit more comforting.” The campaign will appear across TV, out-of-home, social and digital channels, with media managed by Dentsu. AGENCY: TBWA MEDIA AGENCY: Dentsu KRAFT HEINZ GRAVOX: Chief Marketing and Category Officer: Michael Magee Head of Marketing – Taste Elevation: Andi Payne Senior Brand Manager – Taste Elevation: Georgia Hopkin Brand Manager – Taste Elevation: Harry Holledge Assistant Brand Manager – Taste Elevation: Eva Griffin-Jones Head of Consumer Insights and Marketing Strategy: Kath Stavrellis Consumer Insights Manager – Taste Elevation: July Nguyen Head of Digital and Media: Michael De Napoli Integrated Communications Lead: Michelle Di Roberto Integrated Communications Specialist: Emma Furphy PRODUCTION: Production Company: Haven’t You Done Well Director: Daniel Lundh Producer: Brendan Lee Executive Producer: Tom Rickard Production Manager: Grace Quinn D.O.P: Shelley Farthing Dawe Production Design: Imogen Walsh Casting: Sarah Alenka – Highway Casting Post-production: Manimal Post Sound: Rumble Studios Sound Engineer: Liam Annert, Rumble Studios Music: Ludwig Jonsson Photography Production Company: Art Black Box Photographer: Jo Duck Colourist: Martin Greer Food Stylist: Meryl Battle Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin. Subscribe to Campaign Brief Magazine. #More Creative News #No paywalls #No annual membership fees Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel.