MasterFoods has launched a new national brand campaign, ‘Big Yum’, designed to dramatise the involuntary reactions that happen when food is so good it overrides social norms.
Developed by T&P Australia and produced by Haven’t You Done Well Productions, the campaign marks the next evolution of MasterFoods’ long-running You Made It platform – shifting the brand’s storytelling from pride in home cooking to the visceral, unfiltered pleasure that comes from flavour itself.
The creative centres on a series of short-form videos and stills that capture people mid- “yum noise”: eyes closed, faces slack with delight, bodies betraying them in public moments that suddenly become awkward.
Turning flavour into a physical reaction
At the heart of Big Yum are three hero videos, each built around a recognisable social setting – and the chaos that follows when a MasterFoods-enhanced meal triggers a completely uncontrollable response.
Instead of leaning into aspiration or recipe theatre, the work focuses on the human truth of flavour as something instinctive and involuntary.
“We’ve all been there – that moment when food is so incredibly good, you can’t help but make a little noise of appreciation,” said Dominique Caruana, Mars Food Portfolio Marketing Manager.
“And this new campaign playfully taps into that universal truth. It’s a fun, lighthearted way to demonstrate the irresistible flavour our MasterFoods products bring to any dish, making meals not just tastier, but in some cases, deliciously awkward!”
The creative is supported by a suite of stills, rolling out across out-of-home, which freeze those split-second expressions of bliss – the kind you can’t rehearse or fake.
For T&P Australia, the campaign is intentionally stripped back – relying on relatability and humour rather than heavy messaging or food porn.
“The beauty of this idea is its simplicity – a setup based on a human truth and a hilarious payoff,” said Boris Garelja, Creative Director at T&P Australia.
“The content is relatable, engaging and highly entertaining, just the sort of thing you need to cut through in the modern media landscape.”
In a feed economy crowded with perfect plates and performative eating, Big Yum leans the other way – embracing imperfection, awkwardness and the shared absurdity of loving food a little too much.
Rolling out across screens and streets
Big Yum will run nationally across BVOD, social and out-of-home, with video and static creative designed to work both as high-impact brand moments and quick, scroll-stopping bites.
The campaign also reinforces MasterFoods’ long-term shift from a functional seasoning brand to an emotional flavour catalyst, positioning its range as the invisible hero behind moments of joy, connection and, occasionally, public embarrassment.