IT ALL STARTS WITH SPIRIT
Ordinary people. All making a difference. All aligning their values. All customers of Bank Australia.
Collaborators
The campaign has engaged some of Australia’s leading nutrition and brain health experts from NeurA and UNSW, plus the creative talents of master pastry chef, Christopher Thé (creator of the infamous Strawberry Watermelon cake), to develop the brain-friendly nutritionally dense cake, carefully composed with a variety of superfoods to deliver a balanced combination of flavour, texture and nutrition.
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PR PACKAGE
To maximise reach, the physical cake and information card were sent out to a range of public figures including foodie influencers, science publications, food and culture magazines, radio and talk show hosts.​
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DESIGN
Every aspect of The ‘Unforgettable Cake’ was thoughtfully crafted to be as accessible as possible. The packaging, which incorporates a clear window, was inspired by a real-life story from Meals On Wheels volunteers who found that switching to clear packaging in their deliveries helped prevent individuals with dementia from forgetting their meals. Additionally, the emotional effects of colour theory were considered, leading to the selection of orange as the primary colour due to its ability to help stimulate appetite.
DONATION DRIVE
The ‘Unforgettable Cake’ is now on the menu for Meals on Wheels clients while slices will are also available for purchase from Hearthe with a portion from every sale to be donated to Meals on Wheels NSW.
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To ensure the brain-friendly cake was accessible to the masses, we also created an adapted recipe. This is currently available for download on the Meals on Wheels website via donation.
