Perfection Fresh and Emotive serve up a new weeknight dinner star.

Perfection Fresh, Australia’s leader in premium produce, aims to shift consumer behavior from ‘autopilot’ shopping to a conscious preference for the original Broccolini® brand in its latest integrated campaign with Emotive.

“Our strategy remains focused on making buying fresh produce more conscious, and investing in the potential to drive meaning and preference pre-store, in order to influence default purchase in-store” said Sebastian Revell, Executive Strategy Partner at Emotive. 

This latest creative puts Broccolini® centre stage, making it the star of the plate in elevating weeknight dinners. The campaign continues the evolving story of Thomas and Olivia, the couple first introduced in Perfection Fresh’s ‘Roll out the red label’ launch campaign last year, using food moments to show how premium produce can elevate everyday life. This next chapter positions Broccolini® as the quality choice in the category.

Sebastian continues: “Perfection Fresh introduced Broccolini® to Australia and we want people to instinctively reach for ‘the red label’ in the fresh section as a guarantee of an elevated product and eating experience.”

Rupert Taylor, Senior Creative Director, Emotive, commented: “From first bite, to first dinner. There is something inherently romantic about cooking for someone you care about. By using Broccolini® as the centerpiece of their dinner, we’re romancing the produce itself – and the way it can elevate a standard Monday night into something special.”

Perfection Fresh is doubling down on the idea that premium produce should be an accessible luxury.

Luke Gibson, Chief Marketing & Innovation Officer, Perfection Fresh, added: “We are redefining the produce aisle by making buying fresh food a conscious, brand-led decision. By treating our proprietary varieties like the stars they are-rather than just commodities-we build a level of meaning and preference long before the consumer reaches the supermarket aisle. We want the red label to be the first thing they look for, ensuring a premium eating experience is never left to chance.”

The campaign was produced by the recently launched, Emotive Productions, whose capabilities cover AI Production, Motion & Static, Branded Entertainment, Events & Experiences and Influencer Co-Production. The campaign is now live rolling out across TV, BVOD, SVOD, Meta, TikTok, Display and OOH.