Youfoodz has launched a new brand platform, 'Real food for the real world', targeting time-strapped consumers seeking quick and nourishing meal solutions.

Developed in partnership with Saatchi & Saatchi, the platform is based on the insight that modern life is hectic, leaving little time for preparing healthy meals, but that Youfoodz offers ready-to-eat meals that allow people to enjoy wholesome food while maintaining busy lifestyles.

The rollout is supported by a large scale media campaign with strategy and placement were managed by Spark Foundry Australia. Executions to be launched across various platforms including BVOD, SVOD, OOH, Digital, Social, and Radio.

Director - Brand Marketing ANZ at Youfoodz, Chloe Painter, said: "With 'Real food for the real world', we're celebrating the beautiful chaos of modern life - and showing Aussies that nourishing, great-tasting food doesn't need to be sacrificed when things get busy. This campaign is an exciting step forward for the Youfoodz brand, and we're thrilled to be working with such strong partners to bring it to life."

Chief Creative Officer at Saatchi & Saatchi Australia, Avish Gordhan, said: "So often, the world of ads is plagued with scenarios that pretend we live in an ideal world and make ideal decisions that have ideal outcomes. We wanted this campaign to challenge that and acknowledge that our days are full of drama, mistakes and accidental all-staff emails. But that doesn't mean we shouldn't be able to enjoy an ideal meal that's well made."

Client Partner at Spark Foundry Australia, Nora Nasser, said: "This campaign marks a significant milestone for Youfoodz, launching their new brand platform with a large-scale brand media campaign. Through the powerful collaboration between Spark Foundry Australia, Saatchi & Saatchi Australia and the Youfoodz team, we aim to further elevate the brand as a trusted category leader."