Guy Grossi and his mum give Mil Lel their stamp of approval in new campaign via BMF Melbourne
BMF Melbourne and National Foods have teamed up with leading Australian chef Guy Grossi and his Mum Marissa to launch a new campaign for Mil Lel highlighting the quality and authenticity of their award winning Parmesan range.
The campaign centres around the idea that the real experts in Italian cooking aren’t just master chefs or celebrity chefs; they’re authentic Italian Nonna’s like Marissa Grossi. Nonna’s are the true masters of Italian cooking and they know that only the best handcrafted ingredients and fresh produce will do when preparing an authentic meal. That’s why Guy and his Mum are excited to endorse the Mil Lel range.
“To position Mil Lel as the Authentic Parmesan that it truly is, wecame up with ‘Nonna knows best’, tapping into a truth that’s hard todebate. Using Marissa Grossi, a bonafide Nonna and her famous son Guyis major coup for the brand, cementing the credibility and quality ofthis product,” said David Klein, associate creative director, BMFMelbourne.
The national campaign coincides with the announcement of the Good FoodGuide Awards and will include press, magazine and event sponsorship. Itis the first time National Foods have supported the Mil Lel brand witha major Above the Line campaign.
VIEW PDFs OF THE ADS:
Agency: BMF, Melbourne
Executive Creative Director: Warren Brown
Associate Creative Director: David Klein
Copywriter: Jol Temple
Account Management: Alita McMenamin, Georgie Bugelly, Lindelle Smith
Media Planning and Buying: Starcom
Client: Alistair Simpson, Elise Ross, Melissa Milani
31 Comments
Look, it is what it is.
It’s a fine campaign for Mil Lel.
But every second major agency has a client like this and does work like this.
Guess what I’m blabbing on about is – do we really need to enter it into CB for everyone to look at?
DDB – got any Coles ads you wanna swing our way?
I don’t mind looking at work which is better crafted than most.
Reminds me of the old Beresford menu. Mmm.
Lovely art direction and photography. why are these credits missing?
Also, is anyone else sick and tired of the PR blurb that goes with every new ad? Why don’t you just put the ads up by themselves and let them stand on their own merits? That’s how they should and will be judged by punters…
Nice pictures and direction of the art Dave.
Ywan….
Sorry, nodded off then….yawn
What’s a Nonna? Is it a Melbourne thing?
Classy work for a real client.
Good strategy, good excecution.
Some clients don’t actually target cynical frustrated art directors despite the obvious size of that market.
looks prrretty
Fact – soon cheese will be like wine with the EU putting the boot into Aussie producers wanting to use terms like Brie, Camembert, Parmesan, Fetta and even ye humble old cheddar.
As far as wine goes, terms like champagne etc will become prohibited/legally out of the question.
“Australian producers will not be able to continue the use of important EU names such as “Champagne”, “Port”, “Sherry” and other European geographical indications”
There is to be a transition period, and a very generous one at that, but clients like this are in for a massive, repeat, massive shake up. And this of course will shape their marketing strategies bigtime.
Also on their radar are other foods with European heritage like Hams etc
The irony is that the thing which pissed off the EU enough to take action was overseas products that claim to be proudly European when they in fact about as Aussie as Kim Jong Il. But perhaps not the product itself. Probably more ad campaigns. JUST. LIKE. THIS.
Nice photography. Are they stock shots?
Whoever uses the word crafting should be advertising, it is fluff for wasting time.
I believe the photographer’s name is WILK. i’ve been following his work for awhile, he does some great stuff.
Scarily bland.
Stay tuned for more of the same from BMF melbourne. Yay!!!!!!!!!!!!!!!!!
Don’t put this stuff on the blog dickeheads
Can’t wait ti see this in Woman’s Day. It will look awesome.
Go BMF. You’re amazing. Is a Melbourne agency really necessary? There’s so many other shops that can do this for less money. Cool.
Average and that’s being generous
Would the art director please stand up? No? Shame?
poo
embarrassing for an agency that hasn’t had much of a presence on the blog so far.
huh
Great work! Authentic, warm, welcoming.
9.56 you’ve misspelt dickheads
10.18 this blog REALLY doesn’t determine the success of an agency. The mere fact that you allude to that is pretty sad and somewhat narrow-minded. Personally I use this blog for a laugh, especially at the miserable and sour comments that keep coming, regardless of what they’re directed at.
If you can’t even spell the word ‘dickhead’, you don’t have much hope. Therefore it’s understandable that you seem a little frustrated.
Oh dear. The art direction is a shocker. It looks like something out of an old Womens Weekly – not in a good way.
SLEEPING. the creatives are SLEEPING.
4.37. You’re an idiot. Did you even read the copy? “Authentic tasting” etc. I don’t even think they claim to be Italian do they? Through the use of the talent they claim to be Australian Italian. If the EU wants to do that then they’re morons. As for me I’ll happily go and eat at Nth Bondi (Australian?) Italian or Pizza e Birra as the ‘Australian Italian’ food made by ‘Italian Australians’ is better than the food you’ll find in Italy. It sounds pretty shit doesn’t it? “I’m going to an Australian Italian Restaurant”.
Italian immigrants have been coming to this country for a very long time now and have brought many Artesan trades (such as cheese making) with them. They make them to original recipes and sometimes better the original. In which case they’ll win an award at an International cheese festival.
When you shit on immigrants that come here to set up business you shit on everything that’s great about this country. Of course they want their ad agencies to sell the authentic nature of the product. That’s why they made it in the first place to sell to their Italian born friends living in the surrounding suburbs. If some big company comes by and buys them and wants to still promote the authentic nature of the product well then blame capitalism not the ads.
People like you piss me off, you embrace this new capitalist driven world without question. The EU is doing it for their economy and spending billions of dollars doing it. Do you really think they give a shit about the actual little producers? FUCK NO! I can’t wait for you to be telling this blog that Australian beers cant have the word lager on their labels. (Look it up.)
More importantly don’t you feel confused and troubled on the inside. How do you ‘real’ Italian Parmesan on your plate when you’re trying your heart out to buy everything withing a 100km radius?
Here comes Brumby Jack bringin’ the horses down the track………….