Our creative idea “Savour Simplicity” aimed to inspire Australian consumers to lean into simplicity in a world full of artificiality, and savour the pure pleasure that is created when everything falls into place in the kitchen.
The platform aims to inspire consumers to make more mindful food choices by choosing Bare Bones, made with only premium, simple ingredients to create gravies and finishing sauces that elevate simple meals to masterpieces.
To bring this platform to life, REBORN developed a series of creative executions that showcased how Bare Bones is all about simple ingredients coming together to form complex flavours. Directed by renowned tabletop and food director Benjamin Flaxman, the executions dramatised the benefit by stripping back the executions to the bare essentials, and boldly heroes what makes Bare Bones different to other brands - its simple ingredients.
To further elevate the executions and build emotional connection, bespoke audio tracks were developed in partnership with Electric Sheep Music, and used vocals working together to deliver a further sense of harmony.
Executions were developed for each of the four Bare Bones gravies and sauces, and adapted to work across multiple channels including Video On Demand, YouTube, and Social. Furthermore, multiple social executions were created that speak specifically to different target audiences, aiming to overcome the particular category challenges faced for each.
To maintain awareness on the path to purchase, REBORN developed multiple digital out of home executions for each product variety, helping to drive both appetite appeal and packshot recognition when consumers are in a purchasing mindset.
REBORN were also responsible for the development of premium recipes using the Bare Bones product. Working with one of Australia’s most sought after food stylists Vicki Valsamis, and acclaimed stills photographer Ryan Creevey, we developed 12 bespoke recipes that hero Bare Bones products and created beautifully shot imagery that will be used across all owned channels, as well as within the campaign.
Finally, REBORN developed a number of owned channels for Bare Bones, including website design and social channels.