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Monthly Archives: April 2011

Fancy some KaTEA and William?

By now you’ll have heard that Will and Kate have solved the eternal problem of what to get those who have almost everything* by requesting charitable donations in lieu of gifts for today’s nuptials.

Australia has honoured the couple’s request with a $25,000 donation to the Royal Flying Doctors Service. And while we congratulate Julia for her taste (sure beats the silver platters we gave Charles and Diana or the tinned pineapple Queen Elizabeth received), we couldn’t help musing over what Australia would give the couple had a donation not been appropriate.

Kath and Kim memorabilia? A Prisoner DVD box set? A jar of the now elusive Vegemite 2.0? A certain notorious Brisbane-born political figure was a popular suggestion; however we vetoed this as not being true to spirit of giving. Finally we settled on a $50 Myer gift voucher – isn’t that what you give a distant relative?

As if the couple even need gifts to make their special day, when an estimated 2.4 billion people will be tuning in and when they could just ask Will’s dad to repeat this…

*If only it were possible to gift-wrap privacy, world peace or perpetual relevance. 


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If it were socially acceptable to befriend a cupcake, this would be the one.

The Mustard team are no longer unsure of what to take to lunch this Easter Sunday, as we’ve recently had plenty of inspiration sampling  recipes that would make Julia Child proud.

Freshlife’s new-look website launched today, promoting the Australian family-owned company’s delectable range of nuts, seeds, dried fruit and snack mixes.

In addition to information about Freshlife’s range, tips for healthy living and children’s activities, the website features a bunch of delicious recipes, which naturally required extensive testing. Luckily, the dedicated Mustard staff were only too happy to assist.

As a creative team, it’s particularly exciting working with recipes and photos of the very dishes and treats we’ve tasted, knowing that the food was real and exceptionally tasty to boot.

It’s a tough job, but someone’s got to do it.

Staff favourites:
The Situation – ‘The Pumpkin Pepita Scones were so good they made me forget my long held aversion to pumpkin.’
Nickers – ‘The Dark Chocolate Hazelnut Truffles are yum, quick and mostly require refrigeration. My kind of cooking.’
Nighthawk – ‘The Honey Almond Slice and the Macadamia Blondies. Oh and the Brazil Nut Choc Chip Biscuits, the Honey Ginger Stir Fry with Almonds and the Pineapple Coconut Baby Cakes. Then I ran out of stomach space.’
Falcon – ‘The Cashew & Roast Pumpkin Couscous Salad is amazing, but I can’t go past Sticky Date Pudding; it is the single most mouth-watering dish I’ve ever come across.’

Freshlife – experts in goodness

(brought to you by Mustard – experts in taste testing)

Online advertising is once again in the spotlight as Facebook tests a new system in which ads instantly target users based on the content of their wall posts and status updates.

As the Internet’s largest storehouse of consumer data, it’s no surprise that Facebook advertising receives the amount of global attention that it does – nor that the company reportedly made $1.86 billion in worldwide advertising revenue last year.

While not everyone agrees that Facebook is a great place to advertise, few deny its potential for brand building. It’s not hard to find anecdotal evidence to back up Facebook’s claim that peer endorsement increases awareness by 68% and quadruples purchase intent. Indeed, whose attention hasn’t been caught by an ad that has been ‘liked’ by a friend, colleague or ex?

Not that instantly targeted ads is a giant leap. Facebook advertisers have long (in Facebook lifespan terms) been able to target users based on their age, gender, location, interests and marital status, among other things.

The Mustard team has experienced this first-hand, with resident Designer Extraordinaire Rebecca Penny (a.k.a. ‘Nighthawk’) recently sourcing her wedding photographer from a Facebook marketplace ad*.

No sooner had the bride-to-be updated her Facebook status to ‘engaged’, did the small panel of ads on the right side of her screen discreetly change from shoes and purses to flowers and photographers.

Rather than finding the targeted ads creepy, Nighthawk says she found them a useful starting point for her wedding research. Less welcome, she says, are the ads for baby products that have persisted since her post-wedding update to ‘married’.

But what of the new, super-targeted ads? Post an invite for ice cream on a friend’s wall or use your status to declare your desire for decent winter boots and see Ben & Jerry’s or Rubi ads immediately enter your field of vision. Unsettling? Potentially. Handy? Possibly. Clever? Absolutely.

*For those of you who’ve misplaced your Mustard newsletter, Mr. and Mrs. Penny wed in a resplendent beachside ceremony earlier this year, much to the general delight of the Mustard team/humankind.

Have you heard about art’s latest digital renaissance?

As an online gallery and social networking site in one, Art.sy helps members develop their fine art collections by connecting interested parties online and making personalised artwork recommendations. Launching this year, Art.sy has some weighty backers, including Google CEO Eric Schmidt, Russian heiress Dasha Zhukova and Twitter founder Jack Dorsey.

NYC-based Artsicle is taking the concept of art for the masses a step further. The three person company’s online collection features works by up-and-coming artists and provides an affordable, $50 per month rental option for ‘anyone’ to try before they buy.

In a similar vein, The Creators Project, an initiative by VICE and Intel, is ‘dedicated to the celebration of creativity, culture and technology’. As an art and culture channel, The Creators Project aims to facilitate the production and distribution of new work through commissions, collaborations and exhibitions. Now in its second year, the organisation has partnered with US music festival Coachella to curate a series of art installations on the grounds.

It’s clear that the art world has cottoned on to the importance of social media and is adapting nicely to the New World Order. Whether or not such ventures make up the next chapter in art’s democratisation or are simply a case of industry following money…well, we’ll leave that up to you.