Patties launches ‘Blame it on the Menu’ via TBWA\Melbourne and United

Patties launches 'Blame it on the Menu' via TBWA\Melbourne and United

“There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but.”

Frozen ready-meal brand On The Menu, part of Patties Food Group, has launched a reinvigorated brand strategy and national campaign via TBWA\Melbourne in an effort to combat the freezer shame that surrounds the brand and category.

The media execution for the new platform, Blame it On the Menu, is being delivered by United, also part of Omnicom Media Group. United is primarily OMG’s bespoke agency for Nissan, but is housed within the TBWA\Melbourne office and services other clients.

When TBWA\Melbourne and United clinched the Patties Food Group account in August last year, they formed an integrated full-service agency model, they said.

Patties launches 'Blame it on the Menu' via TBWA_Melbourne and United - OOH ad

On The Menu OOH

On The Menu’s portfolio of ready-to-eat-meals has been a staple of the freezer aisle for 15 years, and is one of the largest players in the category. The revamp aims to redefine the category, and combat misconceptions surrounding frozen food.

Anand Surujpal, chief marketing and growth officer of Patties Food Group, explained that in order to grow On The Menu, the brand needed “to appeal to existing and new buyers to purchase pre-prepared meals and enjoy without feeling judged.”

The campaign is running across broadcast TV, BVOD, YouTube, social, radio and OOH.

According to Zac Martin, planning director at TBWA\Melbourne, Australia can be a very judgement nation, “especially about what people eat. There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but.”

Market research firm YouGov cites frozen meal eaters are 40% more likely to exercise four times a week, and 61% are in a relationship.

In one of the three playful spots, a scene unfolds in a dentist’s chair where a patient is left mouth agape against a bite block, as the dentist is nowhere to be found. Cut to the staff kitchen and it is revealed that the dentist has been shamelessly engrossed in devouring her crispy chicken parmie.


Paul Reardon, TBWA\Melbourne’s chief creative officer, described that the agency “were after a storytelling approach with a dead simple structure, the product at its core, and a great tone of voice. This new platform offers us that. And! It’s really fun to write for. That’s a good sign for longevity. We’re looking forward to doing a lot more of OTM’s stories.” 

The work comes as another Patties Food Group owned brand, Four’N Twenty pies – the ‘official pie’ of the AFL – announced its collaboration with Red Rooster for a limited edition chicken and gravy pie ahead of the Australian footy final season, via a fully integrated creative campaign by Leo Burnett Australia.

See also: Red Rooster and Four’N Twenty launch collab via Leo Burnett


Agency: TBWA\Melbourne
Paul Reardon: Chief creative officer
Pat Sofra: Head of art and design
Mark Jones: Senior creative
Rob Hibbert: Senior creative
Virginia Pracht: Co-head of planning
Zac Martin: Planning director
Kimberlee Wells: Chief executive officer
Ricci Meldrum: Managing director
Amy McKay: Senior business director
Kate Steven: Project director
Melina Flood: Senior producer
Tony McKay: Precision marketing and media lead, United
Evelyn Hamlett: Planning & Investment Director, United

Client: Patties Food Group
Anand Surujpal: Chief marketing and growth officer
Debra Barrow: Head of marketing – pre-prepared meals 
Pierre Meneaud: Head of digital
Rachael Kirby: Head of insights

Production company: Hooves
Director: Jason Perini
Post production: Crayon

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