For the last 70 years, Meals on Wheels has supported the health and wellbeing of over 200,000 older Australians every year.

With waning awareness and competition from services focused on efficiency and profits, we needed to highlight the crucial role of MOW by capturing the interest of the Australian media.

The
Brief

The
Process

Introducing The Unforgettable Cake. The birthday cake that’s good for your brain.

We enlisted the help of experts in the fields of neuroscience, food science and geriatric nutrition, and recruited master pastry chef Christopher Thé to create a cake that was not just delicious but used brain-boosting ingredients like beetroot, spinach and turmeric that are known to stave off cognitive decline (the earliest noticeable symptom of Alzheimer’s disease and related dementias).

The Unforgettable Cake was launched during Meals on Wheels 70th birthday lunch, and rolled out to the network, media figures and influencers. For everyone else, we created recipe cards so people could make their own Unforgettable Cake at home. People could also purchase a slice of the cake at Hearth with proceeds going towards Meals on Wheels.

The
Work

The
Results

Since its launch, The Unforgettable Cake has been featured on ABC News and Sunrise, helping generate $328k in total media and 55m impressions with zero media spend.

Further results include 20% increase in share-of-voice compared to the previous year and 1000% increase in social reach compared to previous campaigns.