‘What’s that sauce’ – a campaign for a curious condiment from Goodman Fielder via The Works
It’s hard to pronounce and even harder to describe. It’s the mystery ingredient most of the time and makes a bacon sandwich taste that much better. What is it? Well, we’re not telling. Creative agency The Works and Goodman Fielder have launched an unbranded campaign for a curious and often misunderstood sauce that has a myriad of uses.
Across PR, social media and OOH, a series of cryptic facts and observations – ‘Made with everything you hate for a taste you’ll love’, ‘It can be kept in the pantry or the fridge, but enjoys the company of mustards, relishes and pickles’ and ‘Your grandad probably uses it. You probably can’t spell it.’ – will pique Aussies’ interest and drive them to whatsthatsauce.com.au to find out more.
Says Guy Patrick, creative director at The Works: “This is not about pack shots and logos, in fact quite the opposite. This is about having some fun with Australians and asking them to guess the brand. It’s about engaging the curious people out there and piquing their interest. ‘What’s that Sauce’ is half parlour game, half ad campaign, which considering its heritage makes a lot of sense.”
Says Christine Fung, head of marketing and category at Goodman Fielder: “A unique sauce needs a unique campaign. The Works came to us with the idea and we thought it was on brand, and good fun. Across social and outdoor Aussies will soon be seeing cryptic messages designed to provoke interest and get them guessing.”
The Works, part of the RXP Group, were appointed to work across all Goodman Fielder brands including Helga’s, MeadowLea, Praise and White Wings earlier this year following a competitive pitch.
Client: Goodman Fielder
Agency: The Works
Content and production agency: Daresay
Creative partner: Damian Pincus
Creative directors: Nathan Bilton and Guy Patrick
Creative project manager: Millie-Mae Twort
Producer: Tom Harrison
Social director: Mark McKissock
Social media manager: Sam Hazeldine
Designer: Shelby Lane-Brown and Paul Fitzgerald
12 Comments
No one cares this much about Worcestershire sauce, to the point where most people move house more frequently than buying a bottle.
Haha the website is a chuckle. Great thinking from The Works
I like Worcestershire but it’s due for a reboot, needs to be thickened and/or blended with BBQ sauce.
I think that we, as creative people, should be praising the client here, it really isn’t very often these days that any client would be prepared to run a campaign without a (big) logo . So Kudos to them. Create interest, intrigue and engagement, it works for a product like this. Kudos to the agency too.
No, I don’t work there, and don’t know anyone who does.
So the measure of success is ‘no big logo in the ad’.
No wonder advertising’s in trouble.
Unapologetically a category job, but very nice.
Teaser campaigns are so 1997
You mean like HP Sauce?
Really taps in to that lucrative people-who-love-googling-ads-to-find-out-what-the-ad-is-even-for demographic.
but it’s pretty clunky copywriting. Sort of old award annual, but not.
Hi how will this sell sauce
Double space between the first ‘Hard to’.