Freedom Foods inspires Australians to improve their good food karma

Innovative food company Freedom Foods has launched its new brand positioning and biggest-ever marketing campaign, in what is the first step to becoming Australia’s most admired health food brand.

In a world of fad diets, trendy superfoods that come and go and our exploding interest in the origins of what we eat, the idea of Good Food Karma stands for a balanced, healthy and happy relationship with food. Freedom Foods has more than 20 years of experience in creating healthy and ‘free from’ foods, innovating not just from paddock to plate, but all the way through to the physical and emotional impact of a good diet.

The idea and integrated campaign, created by AnalogFolk Sydney, have been spearheaded by the launch of The Good Food Karma Index – a research project that assesses and exposes Australia’s relationship with and behaviours around food. Developed in collaboration with McCrindle Research, leading nutritionist Dr. Joanna McMillan, radio personality Maz Compton and social intelligence company Lexer, the Good Food Karma Index supports the launch of Active Balance, Australia’s first gluten-free cereal to contain the powerful combination of fibre (25% of your daily intake in a single serve) and prebiotics.

Made up of a 20-dimensional algorithm, including a panel of 2043 Australians, 110,000 social media mentions and secondary data from the ABS and other retail and consumption sources – the output of the Good Food Karma Index is a barometer of which states, professions, sex and generational groups have a more positive or negative relationship with food.

Consumers can get involved at and receive their own Good Food Karma score, as well as their own food personality type and a personalised report on how to improve their score from Dr. Joanna McMillan.

Launched just over a week ago, the campaign has already generated $1M in earned media coverage, and has seen a huge impact on social – with #GoodFoodKarma appearing in the top five trending topics for Australia on Twitter.

“At Freedom Foods our purpose is to improve the health and wellbeing of all Australians, and the idea of Good Food Karma in its purist sense is looking after your health today will ensure you enjoy the benefit in years to come. No quick fixes or diet challenges, but a sensible balanced approach to total wellbeing. This is just the start of the conversation and we look forward to improving the Good Food Karma of our nation with Active Balance one breakfast at a time”

A heavyweight outdoor, sampling, digital advertising, radio and influencer campaign will be rolling out over the following months. AnalogFolk has also launched a new consumer website at

“A lot of brands talk about being purpose driven, but Freedom Foods is genuinely putting words into action. We’re so pleased to be working with such an ambitious team, and helping them unlock the power of their brand with the launch of Active Balance and Good Food Karma,” said Matt Robinson, AnalogFolk Sydney Managing Director.