Meal delivery brand Youfoodz has launched a new national campaign via Saatchi & Saatchi Australia, positioning its ready-to-eat meals as a solution for professionals struggling to adjust after the summer break.
The campaign leans into a familiar January tension: the abrupt return to office life following weeks of holidays, relaxed routines and minimal responsibilities.
According to the creative, the shift back to work can feel less like a reset and more like a shock to the system.
A fictional diagnosis for a very real feeling
At the centre of the campaign is a tongue-in-cheek condition dubbed Post-Holiday Acute Aggravated Rebound Condition, or PHAARC.
The fictional diagnosis captures the awkward behaviours that can emerge when holiday mode lingers well into the workday, from inappropriate wardrobe choices to dropping overseas phrases into office conversations.
The concept plays off the insight that meal preparation often becomes another pressure point when employees return to busy schedules.
By positioning Youfoodz as a convenient alternative, the brand aims to remove one friction point from the post-holiday adjustment period.
Brand focus on convenience and nourishment
Chloe Painter, Director – Brand Marketing ANZ at Youfoodz, said the campaign reflects a shared experience many Australians face at the start of the year.
“We’re shining a light on the reality of returning to work after the holidays – and having a little fun with it. PHAARC captures that post-holiday struggle we all know too well, and reminds Aussies that while the transition can be tough, meal prep doesn’t have to be. Youfoodz is here to make nourishing, great-tasting food effortless, so you can focus on getting back into the swing of things.”
Creative insight shaped by January realities
Saatchi & Saatchi Australia Chief Creative Officer Avish Gordhan said the idea stemmed from observing how long it can take for people to mentally re-engage with work after summer.
“January is a strange time. People are back at work physically. But mentally, it takes a while to convince the mind to get off the beach towel and circle back to those red-flagged emails. We wanted to capture that awkward truth and acknowledge the habits that are part of getting back into the working world.”
“PHAARC is our tongue-in-cheek diagnosis of this and a playful reminder that, when it comes to food, a return to reality can be easy and satisfying with Youfoodz.”
Campaign rollout
Produced by Clockwork, the campaign launched on January 5, aligning with the first workday back for many Australians. It is running across TV, out-of-home, social and digital channels, reinforcing Youfoodz’s brand positioning as “real food for the real world”.
Credits:
Creative Agency – Saatchi & Saatchi Australia
Chief Creative Officer: Mandie van der Merwe & Avish Gordhan
Creative Director – Michael Barnfield
Creative team: Rosita Rawnsley-Mason and David Govier
Group Account Director: Claire Thompson
Account Director: Isabel Corlett
Account Executive: Sophie Stitt
Head of Strategy: Tim Mottau
Designer: Sophie Whitehead
National Head of Production – Michael Demosthenous
Integrated Producer – Emily Coleman & Jodie Wright
Media – Initiative
Emma Greenhalgh – National Head of Communications Design
Divya Poojary – Strategy Director
Daniela Rocchi – Sydney Head of Investment
Julian Monty – Senior Investment Director
Ashleigh Smith – Investment Manager
Matthew Evans – Managing Partner
Client – Youfoodz
Andreas Dinkel – Chief Marketing Officer ANZ
Chloe Painter – Director – Brand Marketing ANZ
Elle Fleming – Youfoodz Brand Lead
Josh Anderson – Senior Marketing Manager
Sam Perrone – Senior Marketing Communications Associate
Film production – Clockwork
Director: Harrison Woodhead
Executive Producers: Aborah Buick & Katie Trew
Producer: Josh Nicholas
DOP: Dimitri Zaunders
Editor: Matt Maunsell
Casting: i4 Casting
Sound
Audio Post Production: Studiotonic
Sound Design and Mix: Jackson Lister
Audio Producer: Laura-Leigh Smith