Aussie BBQ sauce ETA gets back to its no-nonsense roots in new campaign via Connecting Plots

BBQ sauce brand ETA has embraced nostalgia and its no bullshit status in Aussie culture with a new brand platform, developed in conjunction with Connecting Plots, to grow the brand’s market share for parent company Goodman Fielder.

At a time when the cultural wheel is once again resetting and nostalgia for simpler times is back in fashion, BBQ sauce brand ETA is capitalising on this trend. With strong nostalgic associations with childhood barbecues, ETA is an Aussie staple, perfect for whatever’s cooking – be it the perfect sausage sambo, or steak and store-bought pasta salad or a burger with the lot.

The new brand platform, ‘No-Nonsense BBQ Sauce’ positions ETA as the iconic, old-school bottle of Aussie simplicity – an unapologetic statement against the overly complicated food culture and a beacon of light for a return to simpler things.

“For the past 10 plus years, hipster artisans and their whiskey infused, boujee craft condiments have dominated the food scene,” says Connecting Plots Creative Partner, Matt Geersen. “But Australia was built on a foundation of three meat and veg and it was time to get back to basics,” he adds.

“This is the first small step in giving this iconic brand the focus it deserves,” says Goodman Fielder CMO, Christine Fung. “There’s a huge loyalty in Aussie culture for the brand and product and we feel we owe it to them to be true to who we are.”

The campaign launched into retail, OOH channels and Reddit (the internet’s spiritual home of BBQ sauce enthusiasts) to galvanise the community that have been long awaiting the return of the cult Aussie favourite.

Client: Goodman Fielder
CMO & Grocery Business Unit Director: Christine Fung
Head of Portfolio – Grocery: Danielle Walker
Marketing Manager: Tim Smith
Senior Brand Manager: Stephanie Limcauco
Digital Brand Manager: Amay Jain
Activations Manager: Nicole Moore

Creative Agency: Connecting Plots
Chief Creative Officer: David Janson
Creative Partner: Matt Geersen
Client Service Director: Emma McJury
Account Director: Roshani Mehta
Creative Operations Director: Sarah Miller
Design Director: Blair Palmer
Integrated Designer: Gerry Buzzo