Bare Bones

Savour simplicity with Bare Bones

When it comes to making more considered, natural purchase decisions, it isn’t always easy. The world feels dominated by spin, untruths and veneer, making it difficult to distinguish between what is artificial and what is real. This is especially evident in the food industry. But when we choose a more natural way, life regains its balance, things fall into place, and things are how they should be.


This is why Bare Bones was developed – a new range of premium gravies and finishing sauces that bring together the qualities that only nature can provide in the simplest of ways. By using only premium, simple ingredients, the Bare Bones range offers a delicious balance of flavour and a rewarding sense of harmony.

REBORN’s job was to create a communications strategy to launch Bare Bones into market, including a brand creative platform and enduring idea that is media channel agnostic, and bring that creative platform to life with premium, exciting, and engaging creative production.


  • Develop a brand creative platform for the new Bare Bones brand that can deliver awareness, branding and comprehension
  • Drive trial of Bare Bones premium range of gravies and finishing sauces

Creative challenge

How do we create desire and appeal to consumers who are unlikely to consider packaged foods, or unlikely to pay a premium price for a product that sits in a traditionally non-premium category?

Our idea

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.

REBORN Responsibility

  • Brand strategy
  • Communications strategy
  • Creative direction
  • Product photography
  • Recipe development and photography
  • Art direction
  • Copywriting
  • Design
  • Website design
  • Motion
  • Social media

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