Serving up a multi-platform, content-led media strategy

Increase Spicers’ brand association with incredible food to whet the appetites of its target market.

The Insight

The Spicers’ audience is educated, high income-earners who appreciate the finer things in life. They immerse themselves in interesting, thought-provoking content that inspires and informs their love of food, travel and luxury experiences.

Strategic Idea: Real Food, Not Reality Food Execution

We partnered with SBS and credible food talent to create branded content to cement the connection between Spicers’ brand and its incredible food experiences. We produced Unique Escapes with Maeve O’Meara, four short, branded content videos spotlighting Spicers Retreats restaurants. Each video was hosted by Maeve who visited selected Spicers Retreats for a personal interview with the resident chef to create a behind-the-scenes story showcasing local producers and Spicers’ vision for incredible and unique food experiences. The videos were hosted as short-form content on sbs.com.au/food within four co-branded advertorials and cut-down to create four TVCs that ran across SBS TV.



Grew overall brand in QLD, NSW and ACT

Far exceeded the FY objective