Anchor Food Professionals
A campaign that offers a culinary escape to Italy.
Italian cuisine has a unique place in the hearts of Australian chefs and diners - timeless, indulgent, and beloved on every menu. Anchor Food Professionals (AFP) recognised an opportunity to turn that affection into action, with a campaign that offered a culinary escape.
The purpose? To build excitement and trial of AFP’s Italian Kitchen range, particularly Perfect Italiano cheeses and AFP culinary creams. We wanted to engage chefs emotionally, connect with distributor partners, and drive sales uplift across multiple SKUs.
We also wanted to shift the promotional conversation from purely transactional to imaginative and emotive, strengthening the brand’s reputation as a creative collaborator for chefs.
The truth behind the Escape to Italy campaign was that great ingredients should transport you. We visualised the sensory joy of Italian cooking through fantastical cheese and cream worlds, transforming everyday product interactions into little culinary escapes.
This was a creative collaboration between our design team and AI. But what you see now is far from a first draft. Our designers invested hours refining our dairy worlds and the tiny tourists who lived within them — about five full round-trips worth from Auckland to Rome. It was the perfect blend of human craft and machine innovation. A test-and-learn, with plenty of both.
Across digital, print, social and distributor channels, every touchpoint brought Escape to Italy’s emotional experience to life. The results speak for themselves: 1.4+ million impressions, 80,000+ video views, 1,430 entries by Anchor Food Professionals customers.
