Creative production studio HSLR has rolled out You Deserve Better, a new multi-channel campaign for ready-made meals brand MACROS.
The creative leans on the language of modern dating apps and culture, positioning MACROS as the “most eligible companion” for time-poor Australians.
HSLR Managing Director, David Vale, said creative process is collaborative from the get-go: “Art direction, design, copy, production; we develop our best work when we’re briefed together.
“We considered interesting ways to celebrate the food by making it this tempting, sensory experience. Exploring this angle further, we found more strategic ideas waiting underneath.”
Cheeky lines like “Fancy a quickie?”, “Hot and ready when you are” and “Come get fresh with us” are central to the campaign, which spans digital, social, BVOD and out-of-home.
Initially sparked by playful explorations of provocative food imagery, the campaign evolved into a copy-led platform designed to cut through social feeds with tongue-in-cheek humour.
Creative Lead, Souha Intani, said: “In ready-made meals and relationships, we all deserve better. We don’t want to settle for fast but unfulfilling options, when a hottie with a heart of gold is ready and waiting.
“So we paired this cheeky tone with an instantly recognisable dating profile device to make MACROS the ultimate catch.”
Macros Team said: “HSLR really honed in on a brand truth in an unexpected way. Whether it’s part of your long-term goals or something more casual, MACROS is the complete package.”
MACROS’ key differentiator – fresh, not frozen, macro-optimised meals – underpins the work, presented as an added benefit rather than a compromise.
The campaign is aimed squarely at busy consumers scrolling for quick meal solutions, with HSLR crafting a strategy that blends dating tropes with health and convenience messaging.