Meals on Wheels NSW, in collaboration with advertising agency Common Ventures, has unveiled a unique campaign to mark its 70th anniversary. The centrepiece of the campaign is the 'Unforgettable Cake', a brain-friendly dessert crafted to spotlight the issue of cognitive decline in older Australians.

The cake's design and ingredients were guided by experts in neuroscience and geriatric nutrition, incorporating unconventional ingredients such as spinach, beetroot, and turmeric. These ingredients, known for their health benefits, were chosen to promote brain health. The cake also utilises colour theory to stimulate appetite, and is presented in clear-lidded packaging to provide visual reminders for those who need more explicit hunger cues.

"The cake provides an opportunity to bring attention to the issue of cognitive decline, which includes dementia and Alzheimer's," said Les MacDonald, CEO of Meals on Wheels NSW. The campaign aims to raise awareness about the health and neurological barriers faced by the older community, a mission that aligns with the organisation's long-standing commitment to supporting the elderly.

The 'Unforgettable Cake' was developed in collaboration with nutrition and brain health experts from NeurA and UNSW, and master pastry chef, Christopher Thé. Jane Burhop, Creative Director and Co-Founder of Common Ventures, said the cake honours Meals on Wheels NSW's 70-year legacy and reflects the organisation's achievements.

From 22 November, the 'Unforgettable Cake' will be delivered to select Meals on Wheels clients. Slices will also be available for purchase from Hearthe, with a portion of every sale to be donated to Meals on Wheels NSW. This initiative not only celebrates the organisation's milestone but also serves as a fundraising effort.

The campaign's earned media component was executed by Sydney-based communications agency Biased, working in tandem with Common Ventures. Common Ventures is a storytelling, brand and full-service advertising agency with a diverse client portfolio that includes Tourism NT, Woolworths Group, Spirit Super, Taylors Wine, Loan Market, Australian Federal Police, Bush Heritage Australia, Australian Boutique Spirits and the Sydney Opera House.