FMCG giant's Tuck In initiative sees First Nations chefs and content creators generating from recipe and video content celebrating the use of bush foods in everyday cooking
Plans are afoot to turn Nestlé’s new ‘Tuck in!’ initiative supporting First Nations chefs and aspiring creators into an annual program to build the industry’s content creator community.
Last week, Nestlé took the wrappers off ‘Tuck in!’, an initiative designed to support First Nations chefs and creators develop fresh recipe and video content celebrating the use of bush foods alongside Nestlé products. According to the FMCG giant, the idea evolved from 2020 when the local team were looking to assemble a crew of First Nations videographers, stylists and producers to create bush foods recipe content for NAIDOC Week. It quickly became aware of under-representation.
“The need to develop opportunities for First Nations creatives emerged – and Tuck In! was born,” Nestlé Oceania marketing and communications director, Anneliese Douglass, said.
Tuck In! has launched in 2022 with two brands: Nescafé Blend 43 and Nestlé Sweetened Condensed Milk. Recipes and content have been developed in partnership with First Nations Peoples and communities, with chef and Gamilaraay man, Keith Munro, from Shell House Dining Room & Terrace in Sydney, creating the recipes. These include a macadamia Amaretti Biscuits recipe and Coffee, Wattleseed and Banana Loaf recipe.
Content development has been overseen by News Corp Australia’s content agency, Suddenly, working with Australian Film Television and Radio School selected graduates, Benji Menday (assistant producer) and Kerrod Meredith-Creed (assistant food stylist and art). Graduates were also supported by Nestlé Aboriginal and Torres Strait Islander Youth Development Program (AYDP) high school students as a work experience opportunity. The AYDP program was established in 2010 and is the flagship program of Nestle’s Reconciliation Action Plan.
The bush food recipes and video assets are being shared on the Nestlé Blend 43 website, Nestlé’s receipes.com.au platform with support from News Corp’s Taste brand website, and social media channels.
Douglass told CMO the big measure of the program’s success will be creating opportunities for participating content creators.
“This initiative will ideally become an annual program between Nestlé and Suddenly and will involve more brands, more First Nations creators, and create more potential employment opportunities and career pathways in the industry for those that participate,” she said.
“There is so much untapped talent out there, and we were inspired by the knowledge, energy and creativity that the team brought to the recipe content and production. We hope that what we have started with this project leads to valuable connections and bright futures for these exceptional creatives, and we’re excited to see even more up-and-coming content creators showcased in years to come as the program continues.”
Munro also found it inspiring to see young and talented creatives explore their skills. “As a chef, utilising bush foods is what I love to do most, so to see more people at home experiencing these native flavours as part of Tuck In!, just makes me feel proud as an Indigenous man. It’s a step in the right direction,” he said.
News Corp Australia managing director of commercial content, Mike Connaghan, cited a significant increase in the creation of content inspired by bush foods being incorporated into everyday cooking.
“We were delighted to work on a project that fosters this curiosity to learn about bush foods, while at the same time supporting the development of First Nations creatives,” he said. “The expertise of this talented group of First Nations Australians was invigorating.”
You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page
In the third and final episode of our 3-part CMO50 video series exploring modern marketing and why it’s become a matter of trust, we’re delighted to be joined by Telstra’s former CMO and now digital services and sales executive, Jeremy Nicholas, and Adobe VP Marketing Asia-Pacific and Japan, Duncan Egan.
Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.
Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?
As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.
