On The Menu Says ‘Blame it on the Menu’ in New Campaign via TBWA Melbourne

“There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but.”


Frozen ready-meal brand, On The Menu, has unveiled a new brand strategy and national campaign via TBWA whose latest work for the brand sets out to redefine the category by fighting against misconceptions about frozen food.

Part of Patties Food Group, On The Menu has graced the freezer aisle for 15 years with its expansive portfolio of ready-to-eat meals. Despite being one of Australia’s biggest players, the brand and category continues to battle with the convention of freezer shame.

“As a nation we’re very judgmental. Especially about what people eat. There is a stereotype that if you eat frozen meals, you’re lazy or a loner. In reality, you’re anything but.” said Zac Martin, Planning Director, TBWA\Melbourne.


The new platform ‘Blame It On The Menu’ is brought to life through a series of tongue-in-cheek ad films.

According to YouGov, frozen meal eaters are 40% more likely to exercise four times a week and are far from lonely with 61% being in a relationship.

Anand Surujpal, Chief Marketing & Growth Officer, Patties Food Group, comments “To grow On The Menu, we need to appeal to existing and new buyers to purchase pre-prepared meals and enjoy without feeling judged. The new platform marks an exciting new chapter for not only On The Menu but the freezer category as a whole.”


Paul Reardon, Chief Creative Officer, TBWA\Melbourne adds “We were after a storytelling approach with a dead simple structure, the product at its core, and a great tone of voice. This new platform offers us that.

And! It’s really fun to write for. That’s a good sign for longevity. We’re looking forward to doing a lot more of OTM’s stories.”

The media strategy, which was delivered by United, will see the campaign running across Broadcast TV, BVOD, YouTube, Social, Radio, and OOH.


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