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This was a B2B activation project designed to engage chefs emotionally, connect with distributor partners, and drive sales uplift across multiple SKUs.

Anchor Food Professionals turned Australia’s love of Italian cuisine into action with ‘Escape to Italy,’ a promotional campaign for Perfect Italiano cheeses and Anchor creams. Buying any eligible SKU became a chance to win an Italian holiday, switching talk from price to possibility and positioning AFP as chefs’ creative ally.

The campaign visualised the sensory joy of Italian cooking through a fantastical cheese and cream world, transforming everyday product interactions into little culinary escapes.

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As Creative Director my role included: Creative Direction, Conceptual Development, Art Direction and Strategic Support.