Providoor worships food in first brand campaign via Emotive

Upscale meal delivery service Providour has launched its first brand campaign in partnership with independent creative agency Emotive and production house Revolver.

“We Worship Food” is the first work created for the brand by Emotive since its appointment in 2021, with the idea born out of Providoors’ distinct differentiation from the crowded fast food meal delivery category. The service, which gives Australians access to the country’s best chefs and restaurants from the comfort of their homes, carries an unwavering commitment to exceptional cuisine, bringing together chefs, restaurants and foodies.

The campaign is led by a launch film, produced in collaboration with Revolver and directed by Leilani Croucher. The spot borrows from the visually rich worlds of secret societies and cults and takes the viewer on a devotional journey. The film follows a revered meal every step of the way from restaurant to table, demonstrating Providoor’s promise to make home dining something akin to a spiritual experience for the dedicated foodie.

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The film will launch on TV and digital, and will be supported by executions across PR, social media and special construction outside the home, complete with custom “We Worship Food” neon lettering.

An example of exterior execution, with neon lettering

Michael McCash, CMO, Providour said, “We love the distinctive world the team at Emotive, Revolver and Leilani have created and how it will grow with Providour as we continue to make exceptional food more accessible. It perfectly captures the reverence in which we, our chefs, restaurants and diners hold food and our common pursuit of divine dining experiences.

Rupert Taylor, Creative Director of Emotive, said: “Shane, Tim, Michael, Magenta and everyone at Provideur are super smart and bold, so when we said ‘we want to start a cult for foodies’, they immediately saw the
potential of the idea of ​​separating Providoor from the pack. And thanks to the talents of Leilani and the Revolver team, we managed to do just that.

Michael Hogg, Managing Partner and Head of Strategy, Emotive said: “From local lockdown start-up to the first major branded campaign in just a few years, what Shane and the team at Providoo have created is incredible. A business this unique deserves an idea that lives up to it. In ‘We Worship Food’, I hope we delivered just that. It is an idea that goes much further.

Credits

Client: Provider
Founder: Shane Delia
CEO: Tim MacKinnon
CMO: Michael McCash
Marketing & Brand Manager: Magenta Burgin
Performance Marketing Manager: Rebekah McNutt
Graphic design and content creation: Raf Mendelsohn

Creative agency: Emotive
CEO: Simon Joyce
Managing Partner and Head of Strategy: Michael Hogg
Creative Director: Rupert Taylor
Senior Creators: Amanda Alegre and Edward Macaulay
Design Lead: Daniel Mortensen
Middleweight Designer: Samantha Jones
Finished Artist: Greg Lamb
OOH Animator: Stefan Derewianka
Production Manager: Hayley-Ritz Pelling
Senior Television Producer: Michael Hollis
Senior Integrated Producer: Sophia Delimihalis
Director of Client Services: Ciaran Miller-Stubbs
Account Manager: Kate Forrester

Media: Main Media Group

TVC production company: Revolver
Director: Leilani Croucher
Managing Director/Executive Producer: Michael Ritchie
Executive producers: Pip Smart and Anna Mannix
Producer: Victoria Schaw
DOP: Jeremy Rouse
Production designer: Ella Carey
Wardrobe: Matthew Stegh

Cast: Chameleon Cast

TVC post-production: The Glue Society Studios
Post-producer, editor and colorist: Scott Stirling
Flame and visual effects composer: Naomi Anderlini
Motion designer: Svet Atanasov

Sound Post: electric sheep music
Executive Producer: Kate Stenhouse
Creative Director: Glenn Sarangapany
Composer: Declan Harsent
Sound Designer: Georgia Collins

Image production company: Sam I Am
Photographer: Benito Martin
Stylist: Jessica Johnson
Retoucher: Alex Reznick
SIA Executive Producer: Richard Cole
SIA Producer: Emily Willis

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