Oliver’s Real Food
Real food, kid-approved. Finally, a kids' meal with nothing to hide.
Oliver's Real Food has never done fast food the easy way. So when it came time to build a kids' menu, doing what everyone else does was never on the table.
We've partnered with Oliver's Real Food since 2024, managing the brand across every touchpoint: in-store design and signage, social, film and photography, paid and organic marketing, website, and their sponsorship of the Newcastle Jets. When CEO Natalie Sharpe, herself an Accredited Practising Dietitian, came to us wanting to launch a kids' offering, it wasn't a small campaign brief. It was a chance to challenge a format that hadn't meaningfully changed in Australian QSR in decades.
BRAND, PACKAGING, CHARACTER DESIGN, MARKETING
The standard kids' meal, a main, a side, a drink and a toy, is built almost entirely from fried, ultra-processed defaults. The challenge was to build a kids' range that was genuinely made from real, wholefood ingredients, without losing the sense of fun and choice that makes a kids' meal a kids' meal. It needed to feel exciting to order and reassuring to actually feed your child.
Our solution
We developed the full brand platform for the Kids Feel Good Meal, launched in December 2025 for lunch and dinner, followed by a dedicated Kids Feel Good Breakfast in April 2026, together forming a full-day kids' offering. Every component is baked, grilled or steamed rather than fried, including the chicken nuggets, a genuine first for a kids' main in this category. Nutrition, allergens and macros are published in real time via the Prepit platform, giving parents a level of transparency the category rarely offers. Around the food, we built out Ollie and friends, a mascot ecosystem of seven characters and 68 supporting assets, bringing the range to life in-store, on toys, and through the Jets partnership.
The outcome
The launch earned unprompted national coverage on 7News, featuring parents actively switching from other fast-food chains specifically for the Feel Good Meal. Toys have been flying out the door, and the mascot's Newcastle Jets appearances have extended the brand well beyond the counter. Four months after lunch and dinner, breakfast proved the platform could scale into new dayparts, not just sit as a single product, real proof that better-for-kids and better-for-business were never in tension.