All the Flavour. Every Meal.

Massel

by Claire McCallum & Ellen Farrar

Massel stock and seasonings are made in Australia and loved by the world. Their products really are just the good gear. They’re vegan, gluten-free, and GMO-free. They use premium vegetables, herbs, sea salt and extra virgin olive oil. They don’t add MSG or any artificial additives or preservatives.

MASSEL CASE STUDY IMAGES 8 v4

All the Flavour

Massel stock and seasonings are made in Australia and loved by the world. Their products really are just the good gear. They’re vegan, gluten-free, and GMO-free. They use premium vegetables, herbs, sea salt and extra virgin olive oil. They don’t add MSG or any artificial additives or preservatives.

Every meal

An Australian Success Story

Massel are a family-owned Australian success story. They took on the big multinationals and won. Now they dominate the Australian stock and seasoning market, with over 70% of its sales. Not bad for a business that started because the founders couldn’t find a decent instant bouillon to make soup for their kids. Once Massel conquered the Australian retail scene, they turned their attention to bigger markets. That’s where TimeZoneOne came into the picture.

You Can Taste the Quality

I’m typing this one-handed munching on a mushroom and spinach quiche flavoured with Massel.
It’s too tasty to stop, but crumbs are beginning to threaten the keyboard.
That’s the kind of devotion Massel produce, with their world-best stocks and seasonings.

Five Years of Fun

We’ve partnered with Massel for more than five years now. It all started with a Thanksgiving turkey-style gravy campaign, and snowballed into managing their brand in the US and Australia.

We’ve done so many fun projects with Massel that it’s hard to pick favourites. But if you twisted our arms (or threatened to take our quiche away), we’d say we’re most proud of their tradeshow collaborations, influencer partnerships, social media community engagement, and work we’ve done recently with Taste Australia.

Delicious Purpose

Why is Massel so awesome? Well, apart from their stocks and seasonings being vegan, gluten-free, low sodium, and seriously good for you, we love Massel because their products are delicious. A Massel stock cube in your sauce or your soup elevates your food from tasty, to crazy-tasty.

But there’s more! You probably know that one of the top five things you can do to slow climate change is eat a plant-based diet. Not only were Massel way ahead of the eco-conscious eating curve when they launched their first vegan stock in 1982. They were also way ahead of the trend for purpose led businesses.

Their three founding principles are:

  • Vegetable based products are better and healthier.
  • Vegetable based products are not just for vegans and vegetarians. They’re better for everyone and they can be just as tasty as a meat based equivalent. Tastier even!
  • Affordable vegetable based products are the way of the future. They make sense for us all, for our health, for our planet and for our pockets!

We’re proud to work with Massel because they’re an inspiring organisation who improve people’s lives, and the world in which we live. We’ll raise a cup of soup to that!

sessions driven by FB

928% increase

session duration

60% increase

74% conversion rate

20,318 likes

Related Case Studies

All Case Studies

Retail & B2B Marketing

Digital Marketing/ Social Marketing/ B2B Marketing

SKOPE

SKOPE is an iconic kiwi brand. For more than half a century, its heaters were an everyday sight in homes around the country, providing warmth, comfort, and familiarity.

GARRETT CASE STUDY IMAGESArtboard 1

Digital Marketing/ Social Marketing/ Consumer Marketing

Garrett Popcorn

We’ve been keen to work with Garrett Popcorn for years. They’re the tastiest Chicago institution we know. We love how fun their brand is, and it would be remiss of us not to mention that their popcorn is also utterly delicious.

The Field Museum, Illinois

Marketing Destinations/ Digital Marketing/ Social Marketing

Illinois Social Media

We’ve had the pleasure of marketing some of the world’s most spectacular visitor destinations here at TimeZoneOne. But the opportunity to drive travel in Illinois, the home of our headquarters and so many of our team? That’s a dream—and you’ve got to pursue your dreams.

All Case Studies