Clems Melbourne creates Magic Salad Plate for Four 'N' Twenty Pies

MagicSaladPlate.jpgFrom the people who found a way for you to hold hot meat at lunch, Four'N Twenty now proudly brings you one of their crowning achievements - the Four'N Twenty MAGIC SALAD PLATE™  in a new campaign via Clemenger BBDO, Melbourne.

Research has practically proven that salad can't fill the seriously hungry stomach, so why waste time trying? Simply place your delicious Four'n Twenty pie in the area provided on the Four'N Twenty MAGIC SALAD PLATE™ and suddenly with no effort at all, it looks like you're having salad as well!
To the untrained eye, a Four'N Twenty MAGIC SALAD PLATE™ makes it appear that you're eating a leafy green salad, but in truth it's just part of the plate.

Now you don't need to cave in to the pressure that some people (like the ladies) put on you to eat salad - and all while still looking like you totally have.

Connoisseurs were offered a chance to receive a limited edition Four'N Twenty MAGIC SALAD PLATE™ when the TVC launched last night, hopefully building a groundswell of demand for this scientific salad breakthrough. The plates will be available online for a limited time, starting next month. Punters will be rushing to collect their Four'N Twenty MAGIC SALAD PLATE™ promotional packs, so they can take their part in a moment that will perhaps forever change pie history. Visit magicsaladplate.com.au today for more details.

VIEW THE TVC

Agency: Clemenger BBDO, Melbourne
ECD: James McGrath
CD: Ant Keogh
Creative Team: Tom Martin & Julian Schreiber
Graphic Designer: Musonda Katongo
Plate Production Leader: Jo Currie, Clemenger Fusion
Web Designer: Calvin Teoh
Account Service: Sarah Galbraith
Strategy Planner: Mike Hyde

Additional Magic Salad Plate TVC Credits:
Agency Producer: Sevda Cemo
Production Company: Renegade
Director: Tony Rogers
Production Producer: Jen Livingston




125 Comments

GUIDO said:

I love it Tommy.

Woof.

Guido.

Alex said:

That is brilliant. Love it.
Three strong pats on the back for you.

Anonymous said:

Original. Funny. Tops.

Anonymous said:

Fantastic. Gold. Absolute Gold.

Anonymous said:

Funny. It's a good idea. It's not a scam. I hope it wins lots.

That's what you do scammers.

Anonymous said:


Its a f$#@&*g pie for christs sake. Only poofters would be worried about what the shielas think and they dont eat Four 'n 20 anyway cause it makes their arse look big.

Anonymous said:

Very funny. Well done guys

Anonymous said:

I'm in. Well done blokes.

Anonymous said:

Yeah, good work. Pity the plates aren't available yet ...

Anonymous said:

This is terrific,

Well done

Anonymous said:

anonymous likes. very much.

Anonymous said:

I'm a serial bagger of work on this blog.

I'm good at it.

I enjoy it.

COOL IDEA. NICE WORK!

Anonymous said:

Nice one, but "wins lots"?

Nah.

Fat chance.

Anonymous said:

And if you hold the plate up against your face, it looks like the salad is really close to you.

Anonymous said:

Love it. Terrific branding.

Anonymous said:

Nice one.

Anonymous said:

Fuckin' awesome.
I want enough for a table setting!

Anonymous said:

I was in an office in a building down the road in a completely different suburb from these guys when they came up with it. Where's my credit?!?!

Anonymous said:

Yeah, not bad at all.

Anonymous said:

Great stuff

Anonymous said:

DDBOOM!!

Anonymous said:

Another clever bit of work that will take self regulation out of our hands into the arms of the boffins ... this is totally against the government's drive to have us eat better, be healthier and live longer!
Four 'n Twenty, it is 2008, beware becoming a dinasour!!!!
Fuck me!

Anonymous said:

Nice one. Love it.

Anonymous said:

I'm tipping it's a certain starter for next month's 'Could Be A Caxton.'

Anonymous said:

The pies must stil be lethal

Anonymous said:

It's like the Boonie-doll all over again. I love it. I like pies.

Anonymous said:

great idea. average ad. I want one though - but i did before i saw the ad. just the still was enough...

Chas Reggio said:

Can't wait to get the dinner party set! Do you think it'll make cheese and crackers look like a complete meal?

George Foreman said:

This is seriously nutritional.

Anonymous said:

Salad dodgers unite!

Anonymous said:

It's an iconic Aussie brand that deserves comensurate levels of creative work.

Maybe this is the start of it.

I just hope they didn't sneak it through on the back of a bunch of over-managed rubbish.

Anonymous said:


Nice work everyone involved. i love pies and i love this.

The TV could have been funnier but I'm just saying that because I need to bitch.

Anonymous said:

I so want one of these. I am a sheila and I do eat pies and I don't have a big arse.

Anonymous said:

Isn't this from the same agency that did the Inghams campaign!!!????

Anonymous said:

3:16 - Fuck me? What part of this are you taking seriously. It's called a Magic Salad Plate for fuck's sake.
If you're so worried about eating healthier and living longer, stop eating cock.
And give yourself a giant slap on the forehead for dessert.

Anonymous said:

Meh.

Sorry, Very typical blokey beer ad type of spot. It's good and mildly entertaining but let's go easy on the 'brilliant!' comments.

Just saw the Thrifty spot on telly again tonight. This blog is hysterical. SCAM!!!!

Anonymous said:

What Crap.

Anonymous said:


Yes it is nice, but lets all calm down. It's a cute ambient / promo idea. It's not histories biggest creative coup.

We are all still waiting for this big, high profile agency to do a significant large scale idea for a major client.

Anonymous said:

you know what, all you fuckwits need to start realising that the 'ad' part of this is merely another way of getting attention.. Good, bad, whatever. People watching telly don't actually give a shit.

The real idea is the plate.. which I guarantee will sell out, all 50,000, at $5 a pop... $250K worth of revenue.

This is the type of work that real people remember. Not the ad though, the idea. Speak to any male that watched State of Origin and I think you'll find out which 'ad' they remembered from the game. The plate will become a part of pop culture. Genius.

Well done Clems, I work at another agency whose work has been flogged this week, and this shit makes me want to work there. I'm jealous.

Anonymous said:

Nice one choc drop.

Punters will love it.

Cliffy.

Anonymous said:

Nicely done Mr Tony Rogers

Anonymous said:

All things considered, I'd still rather eat the salad, even if it is made of plate.

Nathan said:

Chaz would be proud

Anonymous said:

Bastards!

I'm hungery.

Anonymous said:

gee 7.30....do ya hope?...fucking downer!

Anonymous said:

An absolute Corker. Well done chaps!

Anonymous said:

Fuck me, 32 comments and only a couple with a mild bit of criticism. That's got to be a first, and well deserved. Well done to everybody, bloggers included.

Anonymous said:

that's great. I want a pie now. Can we get these plates instore?

I'll put it with my boonie dolls in my 'shit old hacks like me can't dream of creating' cabinet at home.

Anonymous said:

For a bit of balance, you're a fuckwit, 10:59AM.

Anonymous said:

This is a ridiculous idea. I don't know anyone that would want that plate in their house!

Anonymous said:

Pretty funny idea and if Chas liked it then it must be good....

Anonymous said:

funny idea, not so funny tv execution

Anonymous said:

Like this commercial a lot but I think the Ingham ads that have been on TV for the last month are better. Same idea.

Anonymous said:

Hey 11.06 pm, 3.16 here. Into your second line of coke are we? You really ought to sort yourself out. Maybe e would be better for you. Mellow out. Fuck me.

tw said:

Anonymous your a real wanker

Anonymous said:

Could all the Clems staffers please give the blog a rest for one day. You have other briefs to crack.

Anonymous said:

If only I could send a nice little package of explosives to the person who keeps writing "DDBoom".

Anonymous said:

Has anyone asked Monty?

Anonymous said:

12.05. Give in to your hate. Your hate will lead you to the dark side...or maybe you are already there.

Anonymous said:

what dugs are all you c*%ts on? Yawn, yawn, yawn. Come on Clems pull your fingers out!

Anonymous said:

another ad for the ad industry. this is a blokes pie not a gay pie. there arent any women where they eat four 'n twenty

Anonymous said:

What a toss. Yawn.

Anonymous said:

It's a simple silly product. I like it and I think the Aussie bloke will as well. Good work to clems.

Anonymous said:

Thanks for your insight 11:50pm. I'm sure the creator of the BIG AD (the CD) will take note of your feedback. Because you're a very big man in advertising, aren't you.

Anonymous said:

I think if you don't find this funny you need to lighten the fuck up. Good work to Tom & Jules.

Anonymous said:

This thread proves that good work generally gets the thumbs up from the bloggers. It was the same with Schweppes 'Burst' (I estimate around 85% approval from the 91 blog comments at the time).

On the other hand, ordinary work (like EBay and SMH recently) gets slagged for being unoriginal and boring - and rightly so.

I bet the Four 'N' Twenty work also gets awarded, and EBay and SMH bomb. After all, the bloggers have the same instinct for good and bad work as any jury.

Let's hope more good work gets on the blog because Australia needs it.

Anonymous said:

2:50 (aka 3:16) Mellow out? How can I when prophesiers of doom like you are running around yelling "The sky is falling" because someone made a funny. And by the way, accusing someone of drug use doesn't constitute an argument. Ok, neither does encouraging someone to snack on a cock and slap themselves upside the head, but I'm not trying to take the moral high ground here. As 9:13 said "It's a simple silly product." Full stop.

Anonymous said:

Not sure what planet you clowns are on and I can't believe you actually think a consumer will pay for a plate with a 3D salad on it.

How much research did you actually do to find out if a male (The demograpgic) would even want some thing so stupid. Do you really believe a "bloke" is going to use this?

Can't wait to see what you do with all the left-over plates- $2 shops will be full of this rediculous idea.

To the clown who wrote, "if you don't think this is funny, lighten the fuck up", well firstly, you're a fuckwit. Secondly, this is not about fun, this is about delivering against the clients objective, and this pathetic attempt at marketing certainly won't achieve the desired outcome.

So stop crapping on about how great this activity is and be honest, it's a Joke (So it is funny!)

Let all meet back at the blog to come up with ways of clearing 48,900 plates!

Another poor ad for the Gruen Transfer!

Anonymous said:

I think 1.42 could be eating humpble pie off his plate very soon. These plates will sell out. I'd but one.

Anonymous said:

Wow 1.42, you are one angry person. I think you should put all that anger towards a real issue like the world's environmental crisis or the war in Iraq as this plate is not worth such emotional investment.
Is everything ok at home?

Anonymous said:

1:42 - If you're so sure, name yourself. Weak %^&#.

Anonymous said:

Yeah, 1:42, you and me mano a mano outside Shakahari, tonight, 7.30pm.

Anonymous said:

I'm curious 1.42, what was the clients objective?

Anonymous said:

Best idea I've seen in ages, love the onion detail. The website still has a pop up that says 'this is a funny quotation'. Just saw the new Sorbent wolf boy one too, great work guys.

Anonymous said:

nice work gents ... give me one

Anonymous said:

1:42 PM I'm a bloke. I want one. I'm sure my mates will too.

Cause it's cool. Cooler than your TV commercial from 1982.

Getwivit.

Anonymous said:

142 back again. My god, it's like listening to all the tossers I have dealt with at very poor agencies like Clem....I'm pretty sure that's were all the comments came from?

Why would you ask me what the client's objectives are? You should have done this when you started the activity?

I will be back once the promotion has finished and we will see who eats humble pie-you clearly have no idea about these activities. This will be halarious when it ends...no more work for you guys.
PS. Not angry at all-but some people will be at the end of this ha ha ha ha ha ha

Anonymous said:

How could anyone think that a plate with a 3D salad is "cool"?

Anonymous said:

How many of you (the ones claiming they will be getting one) actually eat pies?

Anonymous said:

Very funny...the plate is trade marked....lucky, as so many people will copy this great idea?

Anonymous said:

1:42/9:25 = Cock. Anonymous chicken fucktard cock. You know who you are.

Anonymous said:

1.:42, 9:25, 10:00, 10:10. you are the one person and you are very sad.

Anonymous said:

WHERE IS MY SET OFF PLATE'S I Orded Them Two Weeks Ago!!!!!!!

Anonymous said:

OK, I've had enough fun with you clowns....that was halarious! see you later guys hah haha hahahahah

TARDIS girl said:

Don't give a toss about the plates or the pies.

Tony Rogers, on the other hand, I am following with very keen interest.

Lovely guy, great artist.

Renegade have themselves an absolute superstar.

; )

Anonymous said:

i've been single for 14 months now, and i just didn't know wat i was doing wrong. Now that i have my four n twenty magic salad plate i have more women in my house than in playboy mansion!

Anonymous said:

Feels like a Bid Light Institute idea (from years ago).
The steaming coffee cup etc
Inventions for blokes to consume product and get away with shit.
Even has a Bud Light presenter.
I think it's old news and borrowed creative.
My humble opinion.

Anonymous said:

Four 'n Twenty currently have two very clever and funny ads on air in Victoria.
One is a remake of a classic old "Oi!!!" commercial stating that the brand supports the idea of heart disease prevention.
The other is this one telling the same consumer to eat their salt filled pies and GET heart disease!!!
Brilliant.
You figure what's happening. Or not.

Anonymous said:

Hey Tom, very nice looking spot. Well done. See you at the Mammoth Mammoth gig.

Anonymous said:

Hey 9.28, no it's not just a silly product .Full stop. See 1.15.

Anonymous said:

...Here at the Four 'n' Twenty institute.

Anonymous said:

Oi!

Anonymous said:

Suddenly, all the Sydney people are bagging the pies.
GO PIES!!!

Anonymous said:

3.16... I don't understand what you're saying. The ad is telling blokes what they already know and that's that it's not really that healthy. If it was telling people that it was healthy then we would need regulating. BECAUSE THAT WOULD BE A LIE.
This is everything marketing should be in 2008. HONEST! It's our version of Pot noodle I guess.
And it's bloody great to see.
The plates will sell out. Just as the talking Boonie's did. It's a novelty idea for blue collared Aussie blokes. As if it won't work.

Well done client. You've got a good gut instinct (Must be all those pies).

Anonymous said:

No one likes Collingwood 6.22... Bit like Manly.

I'm actually a Knights man me. Bring back Joey!

Claire said:

lol love it!

Anonymous said:

It's good. But Inghams beat them to it.

Anonymous said:

We all forget how easy it is to fall in love with one of your first ideas. This is clearly what has happened here. The award shows will bring you all back to reality. Way to go on dominating the comments though.

Anonymous said:

I like Collingwood.

Anonymous said:

fuck your awards shows 11.19.

real people will love this idea. Why? because it's funny and it's true. While I'm an adwanker, I also eat 4n20 pies - I've even been known to buy a 6pack of them from the supermarket and eat them while watching the footy on tv. I know they're fuckin gross and full of cows anuses and lips and heart valves. but I don't care.

I'll be buying enough pies to get myself a set of those plates. And I couldn't give a shit if 'award shows bring me back to reality'. Because you know what - reality exists out there in the real world - not on a One Show jury.

so stop being a tosser and get a fuckin pie into ya.


Anonymous said:

Ton. Crack!

Anonymous said:

Eat a pie and get muffin. Has merit.

Anonymous said:

Blokes who eat pies eat em cos they taste good.

They don't give a fuck about salad unless it's potato salad.

They don't give a shit what other people think about them.

Chicks don't hook up with guys just because they eat salad.

Chicks worth hooking up with aren't attracted to weak-as-piss-metro-males.

This idea would be better for another product. It just misses too many truths for me.

Anonymous said:

For Christ's sake guys. I thought I'd done enough hard work when I got his crap thread over the 100 mark by introducing the Collingwood banter. For God's sake, there are people talking about Car Rental pitches above this! Move on! You're better than this. It's a plate that has faux salad on it. It's a great idea, it's novel, we appreciate it, now let's talk about something else.

Anonymous said:

Award shows recognise original thinking.

Anonymous said:

The swannies got flogged by the pies last week.

Anonymous said:

Lynchy, I know you're ahead of your time, but as I type this it's 2:24, yet you already have a comment from 2:28.

Anonymous said:


No fucking salad ever, even if it is porcelain.
Gays eat off plates!!!

Anonymous said:

I want one with a plastic pie in the middle, that I can put my salad around.

Anon said:

Four n twenty pies are the worst tasting on the market so they have to do something to sucker you in to eating them. Try eating a good pie, like King Island and you will taste the difference. But I love the Magic Salad plate, anyway.

Anonymous said:

I would have bought some, but at $5 each plus $5.95 each plus having to buy 2 packets of pies just to get the plate, FORGET IT, they should be FREE with 2 bar codes!!

Anonymous said:

its the best pie i have eva tasted so it good for new good on ya

Anonymous said:

The plate is orsm! I know it has its critics or should i say whingers, but everyone i have asked of their thoughts about it, think its great. Not one person said " what plate"? So who has done their homework on marketing? Well done, how do i get some plates?

Anonymous said:

isn't it real salad???

Anonymous said:

Does anyone know how the plate sales are going?

The person that wrote, "They should be free with 2 bardcodes", you are spot on in my opinion. Even then, you would probably move 5,000-10000, maybe, as the are a gimick and a bit fo fun, but not everyone will want one.

We all agree, the ad is funny, but the below the line activity won't work.

And the people that are carrying on about some of the comments on the site, try and remember that this is a blog site and a great opportunity to get feedback.

if it's just a Clemenger site for postive only feedback and to high 5 each other, them keep it in house on your intranet!

But at the end of the day, the client will decide whether this was a good idea and this will be based on sales.

Anonymous said:

Great above the line but anyone with half a brain would know that the plate offer will fail...big time! 50,000 plates? Tell 'em their dreaming!

Who on earth will pay over $10 for a novelty plate. You can't put it in the dishwasher/microwave, its colour will fade and did I mention that consumers have to fork out over $10 to get one. Seems a bit greedy to expect the consumer to cover the cost of the plate and fulfillment. If it was a free offer with the purchase of a couple of products then maybe.

A warehouse full of plates is what the client can look forward to and without the TVC to pull it through the offer will be soon forgotten once the ads cease.

Finally, the virtually invisible unique code inside packs which is in red. Would like to see how easy this is to find once tomato sauce is squirted into packs.

A nice earner for the agency but would be thinking some heads will roll as a result

All those who claim it a success after only 4 weeks in market and a fraction of plates fulfilled needs to perhaps do a refresher course in successful BTL marketing.

Anonymous said:

My god. Some people really have no idea!

Comparing a crapy, cheap plate to the Boonie doll is like comparing a merecedes to a Kia.

Going down in history as iconic pop culture.... you've gotta be joking.

Collectors item when 50K are produced? Do the math!

"If you can't dazzle them with brilliance, baffle them with bullshit'. At least you did that right Clems.

Connan said:

Yeah good on your ya frigin boofheads. Squeeze your fat ass cheeks and you might pop your head out. Aussie icon or not, those pies are good for a quick feed and maybe a quicker death. Now get out there and do what you do best and play follow the fucking leader.

matt said:

fuckn good idea

keep up the good work and lets bring out some more ideas

Anonymous said:

Just got my plate.

Be prepared Patties for a class action suit. The silcone used to glue the salad to the plate is all over the plate. That toxic smell of the glue also overwhelming.

Toxic glue and food. Hmmm, someone obvoiusly coordinated product testing prior to production NOT!

G-Money said:

Whats the point? lmao!

great just for laughs but not worth my cash lol

Anonymous said:

this plate sounds awesome and everyone who doesnt like it...get the fuck over it!
Im a chick, and i think its a great idea! Im certainly going to be buying one!

Good on ya guys.

:) xxx

Anonymous said:

Probably one of the biggest awarded pieces in the world, of the year.
A few people should be eating their words right now...

melinda said:

The whole debate has, apparently, been sparked off by the proposed erection of a statue commemorating Norman Collie and his local guide John Mackenzie on the island belstaff jackets of Skye.

Anonymous said:

Where can I buy some ?

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