Gravox Unveils New Campaign Positioning it as Ultimate Comfort Companion
Australia's Kraft Heinz has launched a new masterbrand campaign for Gravox, dubbed 'Creatures of Comfort', developed by TBWA Melbourne. The campaign aims to promote Gravox as the ultimate comfort companion in everyday meals.
Gravox, synonymous with family roasts and special occasions, is now positioned as the finishing touch to Australians' meal rituals. According to the company, people have instinctive rituals that make them feel more comfortable, and Gravox can transform everyday meals into moments of comfort.
The campaign features three playful creative executions inspired by Caterpillars, Wombats, and Sloths, reflecting various Australian meal occasions. From young families sharing a chicken and gravy roll after sport to campers enjoying bangers and mash, the ads showcase Gravox as the perfect addition to any meal.
Kraft Heinz's Andrea Payne said, 'Gravox has always held a special place on Australian tables, bringing flavour and warmth to the meals people love. With 'For Creatures of Comfort', we're celebrating the rituals that make mealtime feel good, while showing how Gravox can help turn even the simplest mid-week meal into a moment of comfort.'
The campaign will appear across TV, out-of-home, social, and digital channels, with media managed by Dentsu.