Innovative Kiwi food business scoops major marketing award
My Food Bag – the home delivery business that sparked a transformation in food retailing – has won a Judges’ Choice
award at the 2014 TVNZ NZ Marketing Awards.
Founded in Auckland in March 2013, My Food Bag has won the emerging business / new brand category in the prestigious
The award is made to the ‘best example of commercial success from the creation of a new product, service or entire
business to meet a market need/opportunity’.
Head of marketing and brand Carlos Bagrie says the entire My Food Bag team is both delighted and proud of the award.
“There’s been a lot of hard work put in to growing the brand and we owe this accolade to our clever and driven team and
our very supportive and loyal customers.”
My Food Bag credited Strategy Design and Advertising, Pead PR and Tailor Web Design in its entry for the awards.
My Food Bag was launched on the back of a PR and social media campaign involving in part celebrities and consumer
influencers Tweeting images of the meals they had prepared.
The resulting Twitter storm saw the brand’s Facebook fan-base grow to 10,000 within six months and 32,000 currently. My
Food Bag is now a $30 million business and has delivered 2.5 million meals to Kiwi and Australian homes.
The My Food Bag concept is based on the home delivery of food parcels containing all the ingredients needed for a week’s
main meals together with simple, healthy and delicious recipes.
The recipes developed by 2011 MasterChef Nadia Lim and are exclusive to My Food Bag and are regularly updated.
Launched originally in Auckland in March 2013, My Food Bag expanded to Hamilton in June and Wellington in August last
year. In June 2014 the service crossed the Tasman and is now operating in New South Wales. It has also recently begun
serving the Bay of Plenty and wider Waikato regions.
The service was developed by 2013 EY Young Entrepreneur of the Year Cecilia Robinson together with Lim and prominent
business leader Theresa Gattung.