MARLEY SPOON REIMAGINES MEALTIME FOR MODERN AUSTRALIA

Marley Spoon unveils its new brand campaign, “Meals, reimagined for real life,” in Australia, marking the debut of its refreshed identity. Developed with TBWA Spain and Koto, the campaign reflects evolving food habits and positions Marley Spoon as a flexible, all-day meal solution beyond traditional dinner-focused kits.

Marley Spoon is stepping into a new chapter in Australia with the launch of its brand campaign, “Meals, reimagined for real life,” marking the first public expression of a refreshed brand identity that reflects how people actually eat today. Developed in partnership with TBWA Spain and supported by a bold rebranding effort from global design studio Koto, the campaign signals a strategic evolution for the company—from a dinner-focused meal kit provider to a comprehensive meal solution platform that fits seamlessly into the rhythms of modern life.

At the heart of the campaign is a simple but powerful observation: mealtimes no longer follow the predictable routines they once did. Breakfast might happen at a desk, lunch could be on the go, dinner might be cooked from scratch or heated from the fridge, and snacks now occupy their own meaningful place in daily life. The campaign embraces this fluidity, celebrating the freedom people now have to eat on their own terms, without being confined to traditional meal structures.

“Meals no longer fit neatly into a single routine, and our brand needed to reflect that reality,” says Cristina Correia, VP Brand at Marley Spoon. “Working closely with TBWA Spain on a new brand communication campaign and Koto on the identity rebranding supported us in this new chapter. Seeing this launch in Australia is exciting, as it helps us to continue to raise awareness for Marley Spoon in a way that feels relevant, modern and true to our customers’ real life.”

The new identity is impossible to miss. Anchored by a vibrant, optimistic yellow and a visual language inspired by real, everyday moments, the brand’s updated look moves the spotlight away from just plated dishes and toward the lived experiences around food. It captures kitchens in motion, informal dining, solo meals, shared snacks and spontaneous cravings. The effect is both relatable and reflective of contemporary households, where food is woven into varied schedules, lifestyles and moods.

This shift in brand expression mirrors a significant shift in Marley Spoon’s offering. What began as a service focused primarily on dinner meal kits has expanded into a flexible online platform that supports eating occasions across the entire day. Customers can now choose from cook-yourself meals, ready meals and a growing range of market extras that include breakfasts, lunches, desserts, snacks, sides, drinks and curated pantry staples.

“Marley Spoon is about more than dinner – it’s about meals for all occasions,” says Yasmin Newman, Head of Culinary. “We cater to how people eat across the day, whether that’s cooking a recipe from scratch, enjoying a ready meal, or choosing something quick for breakfast, lunch or in-between bites. With the launch of our one-person plan, offering a unique combination of ready meals and cook-yourself recipes, and our upcoming three-person plan, we’re able to reach more Australian households than ever before.”

The one-person plan, introduced in November 2025, is a tangible example of how Marley Spoon is responding to changing customer needs. Unlike traditional meal kits designed for families or couples, this plan allows individuals to select one-person recipes, ready meals, or a combination of both within the same subscription. It offers the flexibility of ready-made convenience without sacrificing the option to cook, catering to people whose schedules and appetites vary from day to day. The plan has already seen strong uptake, reflecting a growing demographic of solo households and individuals seeking tailored food solutions.

The upcoming three-person plan continues this theme of adaptability, ensuring that smaller families or shared households that don’t fit the traditional four-person model can find a plan that suits them. Together, these offerings broaden Marley Spoon’s reach and make its services more inclusive of the diverse ways Australians live.

For Rolf Weber, CEO Australia, the campaign represents more than a marketing moment; it marks a clear statement of intent about where the business is heading. “At Marley Spoon, our business has evolved alongside our customers’ needs. What started as a dinner-focused meal kit has grown into a platform that reflects how people live and eat today. This rebrand and the campaign bringing our new customer experience to life marks an exciting moment for Marley Spoon globally and particularly in Australia. It signals who we are now and where we are headed, continuing to deliver the quality, choice and convenience our customers expect, while empowering Aussies to eat well and live better, all day, every day.”

TBWA Spain’s creative approach captures this ethos through storytelling that feels authentic rather than aspirational. The campaign highlights everyday scenarios: a quick breakfast before a video call, a solo lunch break, an after-school snack moment, a relaxed dinner, or a late-night sweet craving. In doing so, it reframes Marley Spoon not as a brand tied to a single meal but as a companion across the day.

Koto’s rebranding plays a crucial role in reinforcing this message. The vibrant yellow palette, informal photography style and emphasis on real-life moments create a cohesive visual identity that aligns with the brand’s expanded purpose. The design language speaks to energy, optimism and accessibility, positioning Marley Spoon as a brand that understands the realities of modern households rather than prescribing how they should eat.

Today, Marley Spoon’s offering extends far beyond recipe cards and dinner ingredients. Its platform includes ready meals for time-poor days, quick-prep breakfasts for busy mornings, desserts and snacks for indulgent moments, and pantry essentials that make everyday cooking easier. The breadth of choice ensures that customers can build their weekly meals around their own schedules, preferences and moods.

With “Meals, reimagined for real life,” Marley Spoon is not just launching a campaign; it is redefining its role in Australian kitchens. By acknowledging that mealtime is no longer a fixed ritual but a fluid part of daily life, the brand positions itself as a flexible partner in how people eat, live and connect.