Ex adman Jonathan Pangu uses creativity to make good food as interesting as Maccas

Screen Shot 2017-11-02 at 12.40.08 pm.jpgFormer adman turned stay at home Dad, Jonathan Pangu, who has spent over 20 years in the advertising industry at agencies including Fallon, Dare and Clemenger, has recently launched 'Death To Nuggets', the monthly eating event that buries bad food for kids.

Experiencing the daily challenges at home around feeding kids and seeing the dominance of processed foods that have led to unprecedented levels of obesity, it helped him formulate a response.

Pangu launched Death to Nuggets in July. The goal is to improve the relationship kids have with food using challenger brand thinking and creating a new kind of kids' food.

Naming and identity are designed to cut-through and be genuinely different, not a lecture from an adult. The food has been created by chef Laura Neville and combines imagination, great presentation, interaction and nutrition.

VIEW 'THE EDIBLE GARDEN' EVENT VIDEO
DEATH TO NUGGETSNIGHT ONE PHOTOS074 (1).jpgTo date Death to Nuggets have run three events in Melbourne for kids and parents. The Edible Garden featured veg in every course, with a Jackson Pollock like plate of purees and Rainbow Spaghetti. Eating Nemo included Reverse Fish and Chips and a DIYDEATH TO NUGGETSNIGHT ONE PHOTOS055 (1).jpg Seashore with parmesan sand and succulents as garnish. Bugg Power was about the future of food - insects as an eco-friendly alternative to meat - and offered cricket fried rice and ant trifle.

The experience is kids-first too. A sign outside reads 'Adults must be accompanied' and kids can go into the kitchen to watch the chefs, or do craft if they're bored at table.

The events have been a successful proof of concept, with happy child and adult diners and coverage from The ABC, The Sydney Morning Herald, The Herald Sun, Broadsheet, Time Out and others.

Screen Shot 2017-11-02 at 12.46.39 pm.jpg
The long term plan is for a world-first kids-first restaurant for both kids' and adults, as well as cookery classes, campaigning and giving back to aligned causes.

The next step is to find a sponsor to support more events, making them more accessible by lowering the kids' ticket price and running a Sydney event.

Says Pangu (right): "Kids are highly creative, and so is food. Bringing them together is a natural thing. We want to increase our impact on food culture so a like-minded sponsor is a logical next step. It's a great opportunity for a brand that supports positive change and wants impact and differentiation." Screen Shot 2017-11-02 at 12.40.17 pm.jpg Screen Shot 2017-11-02 at 12.41.03 pm.jpg Screen Shot 2017-11-02 at 12.41.14 pm.jpg

6 Comments

Bugged said:

I'm trying to be as positive as this PR release, but can't quite help slipping into cynic mode.

For something that is not supposed to lecture or be adulty, Death to Nuggets seems quite lectury. Even a tad hipsteresque. And very adultish.

I'll also cruelly note that in the two videos I watched there was about two seconds of kids eating sprinkled amongst the adults being adults.

Dumb Ways to Die said:

Is it just me?

Duckrabbit said:

Really good idea. Friends who went to one of the events had a great time and their kids did too. Can totally see it as a restaurant.

MikeyD said:

This is really great. It's so important to take action on the muck our children are given to eat. We went along to one of their events and thought it was really strong. Our kids loved it.

KB said:

Love this - great idea and great execution!

Matt S said:

As a father of two fussy kids I love the idea of this. Anything that gets them to broaden their food horizons - whilst making some awesome experiences for our family - gets a big thumbs up from me!

Don't live in Melbourne myself, but hoping it catches on so it can come our way...

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