Igloo has been producing the Food Thinkers channel with Breville since 2009. Food Thinkers helps viewers better understand food by showcasing the passions and technique of
people who make it really well.

Food Thinkers is shot on location at leading restaurants, bars and cafe’s around Australia and the channel currently earns an audience in excess of 400,000  viewers every month.

The Breville Food Thinkers case study from Australia won silver in the International Content Marketing Awards in 2013.


“At Breville we invested in monthly video stories and our own video channel because the medium allowed us to cost effectively build a direct connection with consumers and positioned the Breville brand alongside Australia’s best Food Thinkers.

We worked with Graeme Thomas at igloo media on a format, metrics, content production and distribution plan which included YouTube, email and in-flight entertainment.

Having Australia’s leading chefs demonstrating on video the “food thinking” that went into our new products built value into the Breville brand, drove sales of our products and created a sustainable point of difference for the business and was a key driver to Breville becoming market leader across all major kitchen categories during my time as company CEO”

<em>Jonathon Lord