Our idea was to make Australia’s culinary scene just as famous as its koalas by creating a content series focused on Australian food and wine that people all over the world could sit back and enjoy.

Centered around TA’s ‘Invite the world to dinner’ event, we created a story that went beyond the plate, following three of Australia’s greatest chefs – Neil Perry, Ben Shewry and Peter Gilmore as they collaborate on a menu showcasing Australia’s modern culinary culture to 250 international guests.

The series is as interesting as it is engaging, offering viewers a new perspective on Australian cuisine including:

1. How multiculturalism defines Australia’s culinary identity;

2. The creative ideologies of three Australian chefs and how they are each shaping Australian cuisine;

3. The importance of provenance and an appreciation of great produce;

4. Australian spirit, generosity and camaraderie when putting on an event of this scale.

‘Restaurant Australia’ was shot in an observational documentary style, driven by a series of unscripted interviews and events over a 3-month period in over 30 locations across Australia, with a total production schedule of 6 months for the series.

Once completed, we created a trailer, which was shown at MIP TV in Cannes – the worlds largest marketplace for content. A distribution agreement was also made between the brand and distributor for revenue from sales to be reinvested back into the client’s marketing budget.

The program was in market within 3 months of completion in Australia and within 6 months globally, and was picked up by some of the world’s leading broadcasters including Netflix/Globally, TVB/Hong Kong, Choice TV/New Zealand, TrueVisio/Thailand, 7TWO/Australia and In-flight at Virgin Australia and Etihad - all for a total duration of 2 years.

To date, ‘Restaurant Australia’ has reached a global audience of approx. 200 million+ with an estimated audience of 5 million engaged viewers* with a percentage of sales reinvested into the client marketing budget.

The first time the series was broadcast on FTV, it obtained an average of 120,000 viewers. Of those viewers, 100,000 watched the show from start to finish – indicating 100% completion rate for 84% of viewers. There has also been interest from Broadcasters for a second series.

Over the 3 week period the series was aired, the viewership remained stable, indicating audiences who had watched Episode 1 returned each consecutive week to view the remaining episodes and the entire series.

Since the campaign launched, Australia’s global ranking as a food and wine destination has improved by 4 rankings with $886M increase in food and wine expenditure nationally.