Masterfoods launches new brand platform – ‘Go Rogue with Flavour’ – with Clemenger BBDO

Masterfoods is encouraging home cooks to ‘Go Rogue with Flavour’ in its new brand platform, created to encourage families to continue cooking – using the brand’s herbs, spices, recipe bases, sauces, and condiments – even as COVID-19 restrictions ease.

The platform was launched via Clemenger BBDO with a TVC, in which a father cooking dinner for his family is transported when he adds Masterfoods’ herbs and spices to the dish. Suddenly, he and his family are engaged in an interpretative dance routine, set to Elvis Costello’s Pump it Up and choreographed by Rowena and Joel Rasmussen, who have worked with Taylor Swift, Katy Perry, and Kelly Rowland.

The TV ad, directed by Fiona McGee, went live this week, and is supported with assets across online, social, out of home and in-store.