MFE To Go Box Campaign

Project details

Montana Food & Events launched To Go Boxes to grow beyond its traditional corporate catering market and reach new consumer audiences. The new delivered catering offer targeted home entertaining and celebrations alongside existing corporate customers, with the commercial objective of attracting new customers and generating additional revenue.

Creative process

The brand direction was intentionally fresh, bold and colourful, differentiating To Go Boxes from Montana’s darker, more sophisticated large-event aesthetic. Campaign messaging and creative centred on convenience, quality and fresh local food, creating a distinctive identity that worked consistently across digital and promotional channels.

Creative Direction & Digital Launch

Ahead of launch, teaser copy and a website pop-up were created to build anticipation for the new To Go Boxes. Creative direction extended across the full customer experience, including directing product photography alongside the chef and photographer, and overseeing the design of menus, website imagery, ordering forms and supporting digital assets to create a cohesive launch.

Integrated Campaign

Planned an integrated digital launch across organic Facebook, Instagram and LinkedIn, paid Meta advertising, reels and stories, a competition, website and Linktree journeys, and targeted EDM activity. Partner channels including the Waikato and Cambridge Chambers of Commerce extended the campaign beyond Montana’s existing customer base.