Turning pre-conceptions on their head
Aveo is one of Australia’s leading providers of retirement and aged care communities, with over 90 communities across Australia. Operating in a sector where public trust is at an all-time low and frequently under the microscope of government scrutiny, the industry at large continues to face major brand challenges.
On the face of it, this was a very simple brief: turn around people’s pre-conceptions of the quality of food in retirement living and aged care communities. But with the spotlight of a Royal Commission highlighting the sub-standard food served by unscrupulous operators, it was one that would be difficult to change.
Under the guidance of the renowned Executive Chef John Casey, Aveo had been on a 5-year journey to champion the importance of delicious food, nutritionally balanced for the needs of people as they aged.
Our campaign treated the menu at an Aveo community with the respect that it deserved by engaging the services of acclaimed Australian food photographer Brent Parker Jones and food stylist Lee Blaylock. In addition, we built a story around the importance that food plays in our lives. It’s not just about nutrition; food brings people together, creates cherished memories and reminds us of important people and places.
Our campaign sparked an entirely new conversation with Aveo prospects. Interested retirees were surprised not just with the quality and nutrition of Aveo’s menus, but also the high standard of their dining rooms and staff. The success of the campaign has led to further food-focussed events, including an Aveo ‘Food Trail’.