Castello Launches Animatronic Cockatoo Campaign in Australia

The cheese brand aims to promote mindful eating habits through a new national advertising campaign featuring a lifelike puppet.

Updated on Oct. 29, 2026 in Healthy Food

Bold vector editorial illustration of an animatronic cockatoo puppet perched near artisanal cheese, promoting mindful dining habits. — Castello's new national campaign in Australia utilizes an animatronic cockatoo to encourage consumers to prioritize mindful eating over distracted consumption. AI Illustration. Upload story photo >

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Do you feel that your daily meal habits have become too rushed and mindless?

Castello has launched a national campaign across Australia that uses a highly detailed animatronic cockatoo to encourage consumers to practise mindful eating. The effort seeks to address the common Australian tendency to consume meals while distracted by work or digital screens.

Why it matters

By highlighting the habit of distracted eating, the campaign encourages Australians to slow down and focus on their food. This movement aims to shift consumer behaviour away from passive screen-based consumption toward a more deliberate and present meal experience.

The production team utilised six puppeteers to operate the lifelike animatronic cockatoo instead of relying on CGI effects. The campaign is currently being shared across a network that includes 30,000 advertising industry experts.

The players

Castello

This is a cheese brand that has introduced a new national advertising campaign in Australia.

Beatrice Pégard-Ferry

She is the director responsible for the brand film created for the new Castello advertising campaign.

Holy Ravioli

This production house was responsible for producing the brand film for the current campaign.

The Barn

This is Arla's in-house agency that created the advertising campaign for the brand.

The details

Created by Arla's in-house agency, The Barn, the campaign includes film, social, and outdoor media elements. The brand film, directed by Beatrice Pégard-Ferry and produced by Holy Ravioli, features behind-the-scenes content that highlights the analogue-inspired photography used throughout the project.

The campaign launch was officially announced on 28 October 2026.

Culture Shift

This campaign directly addresses the Australian trend of distracted eating while using screens, which has become a common modern habit. The initiative marks a departure from typical food marketing by using analogue artistry to advocate for a more present and intentional lifestyle.

Australians can expect to see the campaign across outdoor, social, and film media platforms in the coming weeks. The push encourages local residents to change their daily meal routines by stepping away from screens while they eat.

The takeaway

Mindful eating is a simple practice that involves focusing entirely on the sensory experience of a meal without external digital distractions. Implementing this habit can help improve your relationship with food and make everyday dining more enjoyable.