MR D FOOD "Cooking is crazy" TV Campaign
In South Africa reality TV cooking shows like Masterchef Australia are really popular, and these shows all delude people into believing that, with enough passion anyone can cook like a chef.
But Mr D Food doesn't want people to cook.
They want them to order from their favourite restaurants on the app.
So, we used the filmic language of reality TV cooking shows to tell a much more honest story: in real life, far away from studio kitchens, perfectly stocked pantries and celebrity chef mentors, cooking is hard and stressful.
"Home Cooking" - 30 Second Edit
"Office Kitchen Nightmares" - 30 Second Edit
MR D FOOD - "Cooking is Crazy" - Social Campaign
On social, cooking channels like Buzzfeed Tasty put out hundreds of videos a day, condense complicated recipes into ridiculously simple bite-sized clips.
It's a sneaky way to trick people into thinking that they can (and want to) cook because it looks so simple.
So again, we used the filmic language of this kind of content to remind people how hard and frustrating cooking really is.