We’re all guilty of being a little predictable in the kitchen – especially on school nights. We needed to find a way to communicate that Australia’s market leader in the ‘pickled vegetable’ category (olives, sun-dried tomatoes, capers etc.) is the cure for boring mid-week meals. Enter ‘The Blandidote!’ a word that (we sh*t-you-not) did not exist on the Internet. Rolled out through outdoor, online films, POS, radio and social it’s a campaign with its sights set firmly on making the brand a household name.