Australia’s beloved culinary brand Good Food has unveiled a striking new campaign designed to ignite the nation's love for food and highlight its role as a trusted culinary companion. Launched by Nine and created by The Producers, the campaign celebrates the joy of food in everyday life, powered by cutting-edge volumetric photography technology that brings dining and cooking experiences to life in a unique and immersive way.
Running through June 15 across broadcast, BVOD, cinema, print, digital audio, and social platforms, the campaign is anchored in the message: “We know Good Food. You can too.” It positions the Good Food brand—and its highly successful app launched last November—as an essential resource for anyone who eats, cooks, or dines out.
Targeting food lovers aged 25 to 54 in Sydney and Melbourne, the campaign also reaches current Good Food readers, users of the Good Food Guide, and the broader food industry. At its core is a TV commercial shot using a Light Field Camera Array, a technology that allows volumetric photography to capture food with exquisite detail and texture—offering viewers an almost tactile experience of each culinary moment.
“This campaign celebrates Australians’ passion for food and showcases Good Food as the essential companion for every food lover,” said Vera Straubinger, Head of Brand and Acquisition at Nine. “The new Good Food app puts that unmatched culinary intel at your fingertips.”
To bring the campaign into the streets, interactive brand activations will take place in Sydney’s Newtown and Melbourne’s St Kilda starting May 19. Passersby will be able to interact with digital billboards, pressing a button to instantly access curated Good Food recipes. These experiences give new meaning to the tagline “in your back pocket,” transforming city streets into food discovery platforms.
The campaign builds on the momentum of the Good Food app, which quickly rose to become the number one food-based magazine in Australia’s App Store. With a subscriber-based model, the app brings together recipes from beloved Australian chefs, trusted restaurant reviews, and digitized content from the Good Food Guide, all in one place.
“There is nothing on the market like the Good Food app,” said Sarah Norris, Head of Good Food. “It’s not just another cooking or restaurant discovery tool—it’s both, with local expertise and daily inspiration that cut through the clutter.”
Director Olivia Altavilla, who helmed the campaign’s hero spot, emphasized how the visual storytelling adds authenticity: “Working with our multi-camera array not only makes the food look incredible, but also allows us to tell a truly intimate story, capturing the little imperfections that make food so human. Let’s eat!”
Ryan Petie, Executive Creative Director at Publicis Worldwide Australia, added, “Short of inventing Taste-O-Vision, volumetric photography was the most immersive way we could bring Good Food’s expertise and passion to life.”
In a time when Australians are more mindful of how and where they spend their dining dollars, Good Food offers clarity and confidence—delivering expert guidance, trusted recommendations, and everyday inspiration that quite literally glows on-screen.
