Dolmio reclaims family dinnertime with the Dolmio Pepper Hacker via Clemenger Sydney

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Screen Shot 2015-03-27 at 6.19.06 am.jpgDolmio has today announced its new campaign to reclaim family meal times from the over use of technology at the dinner table with the launch of the Dolmio Pepper Hacker via Clemenger BBDO, Sydney.

 

Responding to research[1] investigating Australians’ dependence on technology, which found that two thirds of Aussies households report arguments from over use of technology at dinner, and four out of five (78%) saying it should be banned at the table, the new Dolmio campaign seeks to help more families connect at dinner time with the Dolmio Pepper Hacker.

Aside from seasoning your spaghetti, the Dolmio® Pepper Hacker has another very unique secret feature. With one twist the seemingly normal pepper grinder will power down TVs, shut off Wi-Fi and mobile apps, taking away the dinner time distractions.

 

To demonstrate how families connect when they disconnect, Dolmio® provided frustrated Aussie mums with a Pepper Hacker to help them reclaim dinner time and stop technology commandeering their family time. Dolmio® secretly filmed the reactions of the technology obsessed families once their tech was switched off and dinner was served.

All agencies involved in the new Dolmio campaign are: Clemenger BBDO Sydney, Pollen, Starcom and Ogilvy PR.

Says Richard Stear, marketing director at Mars Food Australia: “We believe that meals shared with family and friends are often distracted by the very technology that is supposed to bring us closer together, so we’ve created the Dolmio Pepper Hacker to help connect us with the people in front of us.

 

“The Dolmio Pepper Hacker might not be available to every household yet but we believe that our experiment perfectly shows that once you disconnect from your technology at the dinner table you can really connect as a family.”

 

Says Paul Nagy, executive creative director, Clemenger BBDO Sydney: “I have three daughters, aged four to 13, and I can tell you that the more connected the world is, the more disconnected we are at home. If I’ve got a problem with my iPad, I hand it to my four year-old to fix it for me.

“Dolmio wanted us to reconnect families at dinnertime, so naturally we crossed a pepper cracker with something like an EMP (one of those electromagnetic gadgets George Clooney used in one of those ‘Oceans’ movies that knocks out anything technical) and created the Dolmio Pepper Hacker. Seriously, we did. One turn of the grinder and you don’t just get a sprinkle of pepper – you get 30 minutes of tech-free, uninterrupted family time – whether they like it or not. Having used it at home for a couple of weeks now, I can whole-heartedly say it is one of the greatest things I’ve ever been a part of creating. Dinner time is fun again.”

Technology distractions span far beyond the traditional family setting too, ruining mealtimes for millions of Aussies. The research also highlights that one in three people have been involved in a technology tiff around phone usage during a meal with a partner. Furthermore, more than twice as many men admit they have been told to put down their phone during a meal by their partner compared to women (22 per cent versus 9 per cent).

 

Executive Creative Director: Paul Nagy

Creative Director: Luke Hawkins

Creative Director: Ben Smith

Lead Creative: Hadleigh Sinclair

Lead Creative: Jack Delmonte

Head of Creative Technology: Brendan Forster

Planning Director: Kit Lansdell

Group Account Director: Madeleine Marsh

Account Manager: Nick Alcock

Head of Integrated Production: Denise McKeon

Content Producer: Annabel Jewers

Content Director: Robin Sung

Content Editor: George Tyler

Sound Editor: Ant Tiernan

Head of Craft: Tim McPherson

Senior Designer: Dan Mortensen

Social Planner: Toby Clark

Additional Creative Team: Tom Russell, Katrina Jarratt

Tech Production Partner: Pollen

PR: Ogilvy PR

Media: Starcom

[1] Research conducted by Pure Profile and commissioned by Dolmio in March 2015, surveying 1015 Australians