Youngbloods' Hard Sell Competition

Brand strategist + creative copywriter

McCain challenged Australia’s under-30s to sell frozen pizza to Italians.

‍We made our Nonna’s proud by placing second in the competition, and even had the joy of sharing the winnings with her – $400 worth of McCains Pizza.

Ahhh McCain, grazie.

"A fun and inspired interpretation of the brief. Harnessing Nonna’s desire for her children and grandchildren to always be well fed, and positioning frozen pizza as the means to do this."‍

– Tom Bennett, Brand Manager at McCain Foods‍


“Converting Nonna’s into frozen pizza lovers is no easy feat. But 1800-Nonna managed to do exactly that by turning frozen pizza, an absolute nonna no-no, into a way for Nonna’s everywhere to deliver much needed meals to their grandchildren.”

– Rosie Stone, ACD at Leo Burnett
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“Food is a love language for most grandmothers, in some cultures asking “Have you eaten?” is pretty much a way to say “I Love You”. This idea takes a universal insight about how no matter how old you are, your grandmothers will always want to make sure their precious grandkids are well fed. This campaign speaks to nonnas in a way that feels insightful, real, refreshing. Bonus point because it makes me want to hug my grandma.”

– Steph Gwee, ECD at VML

“Found a beautiful new problem to solve within the lives of Nonnas, reframing the product as a cheeky emergency response. So fun and smart."

– Joe Hill, ECD at whiteGREY
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