MasterFoods celebrates silliness in new campaign via Clemenger BBDO, Sydney
Iconic Australian brand MasterFoods has tapped into the nation’s decades-long obsession with squeezing its sauces on sausages at barbeques, beach picnics and other social celebrations with a new campaign developed by Clemenger BBDO Sydney.
A series of online videos and OOH live work celebrates the silly and joyful tradition of sauces from the point of view of the sauces themselves.
The campaign will conjure fond memories of Aussies getting silly with sauce as three human size squeeze bottles of Tomato, Barbeque and American Mustard come to life, reminiscing about good times at picnics down to the last few squirts, dealing with ants and getting sand stuck on them at the beach.
The campaign builds on the ‘Go Rogue with Flavour’ brand platform that launched mid-year, also from Clemenger BBDO, with the addition of the catch cry ‘Sausage!’ at the end of each spot as the beloved sauce is squirted in all its glory over a snag.
Says Darren Wright, executive creative director, Clemenger BBDO Sydney: “Meat pies at footie games, sausage sizzles, beach BBQ’s; if good times are being had, chances are MasterFoods sauces are there. That’s the fun we wanted to bring to life. If you get a brief to talk about tomato sauce in social channels, you’ve got to have a laugh.”
Says Bronwyn Powell, director, MasterFoods: “This campaign celebrates the iconic MasterFoods sauce brand in a way that is all about having fun, cutting loose and being silly with sauce, as Aussies have done for generations. Our sauces are a much-loved part of our relaxed lifestyle and culture. People connect over food and flavour – and that’s worth celebrating with a laugh now more than ever.”
Client: MasterFoods
Mars Food Marketing Director: Bronwyn Powell
MasterFoods Marketing Manager: Grant McKee
MasterFoods Brand Manager: Sally Burtonwood
MasterFoods Campaign Manager: Jasmine Randall
Agency: Clemenger BBDO Sydney
ECD: Darren Wright & Brendan Willenberg
Creative Team: Ian Broekhuizen & Malcolm Caldwell
Planner: Brona Kilkelly
Group Business Director: Conor Walsh
Senior Account Manager: Anna Mounsey-Heysham
Sound Design: Robbie Balatincz
Senior Producer: Katrina Maw
Production:
Director: Chris Hill
Producer: Megan Ayers
Exec Producer: Alex Tizzard
Production Co: AIRBAG
Casting Director: Peta Einberg
Grade: White Chocolate
Online/SFX: Toby Royce
42 Comments
You know how Melbourne did “The Boys”? We should do that but with sauce bottles. Haha, Zing!
This
Well I wouldn’t be surprised if actual people say to their friends… ‘sausage!’
Thats worth something.
All this says to me is BBQ and Mustard don’t quite cut it.
There’s the “iconic” word again.
This time it means “over inflated sense of self-importance”
Like this a lot.
Fair shake of the sauce bottle, mate
Advertising in Australia has officially sunk to an unprecedented level of amateurism. I’m embarrassed for the account service person who had to present this.
This works and is loopy, but why are the costumes not three dimensional?
They didn’t just do people dressed as sauce bottles did they?!?!.
Pretty sure the United Nations has a resolution banning this horrible and overdone ad technique.
Please everyone, no more of these lazy ‘people in product suits’ ads.
Correct- these are silly, very unfunny and silly. Please stop.
Terrible, and not something you should PR. Clems, how far you have fallen.
Probably ran out of budget.
…you PR stuff like this and then post your own comments talking it up.
Car board cut outs with holes for characters to talk through, good if this was grade 3 at primary school
CARDBOARD not car board
Clems probably nailed the brief and the target demographic. Very much in agreement as to why you would ever PR this and put your name against it though? Trying to win the Reject Shop or Chemist Warehouses accounts?
It’s fun and funny!
The whole “go rogue with flavour” so called brand platform is pretty low-rent bogan depressing. The ad with the bloke making this over-loaded weird wok dish was just positioning the brand for people who have NO IDEA about food.
I get making accessible, but I think it trashes the brand’s credibility and quality credentials.
And there seems to be this formulaic spiel that every agency person trots out – you see it on Gruen – a little cliche story that tries to explain the work in 25 words or less. It is just so generic.
“Meat pies at footie games, sausage sizzles, beach BBQ’s; if good times are being had, chances are MasterFoods sauces are there. That’s the fun we wanted to bring to life.”
The whole thing is a bit like that seafood industry thing from the same agency if I’m not mistaken…? Maybe there’s a cross-promotion coming.
Obviously varying levels of quality, but humour and aesthetic wise a lot of Clem’s work is merging into one. V Energy, Brookvale Union, now Masterfoods
Just watched the digital outdoor that they for some reason included in the release, the type animates, mind blown!!!
This is really poor.
This is total rubbish, a very low rent example of a VERY tired advertising trope ‘people dressing up as the product’. You guys should know better than to show this junk to a client.
But in 1992 it was a fresh idea for Tango.
https://www.youtube.com/watch?v=lefJj85ieW0
And the worst campaign of 2020 goes to MASTERFOODS.
When you grow up on a diet of FB and Tik Tok, this is what you get.
How I long to be held upside down and squeezed. I miss you Cathy.
It’s just advertising.
And it’s just sauce.
f*ck!
Wow, you lot are particularly cranky today.
So bad, enough said.
These are pretty great. Can imagine it was a tough brief. Be proud of this work. And everyone else can go suck a SAUUUUSSSSAAAGGGE.
I like the low-fi budget nature of this. So much better than the annoying, cheesy over the top musical number Masterfoods/Clems did. I mute that all the time. This I’m happy to watch. Funnier, less annoying and isn’t trying so hard.
Yeah, Heinz already did it. Like about 50 ads worth.
https://vimeo.com/160668724
It’s easy to criticize ads, agencies and people working on these briefs- but there’s a lot to like about it.
We need a little more weird in our world… I find it charming and think it will cut-through all the worthy over-crafted shit that costs ten times more.
These made me smile. Better than the last dancing ads they did. Not sure why everyone’s hating on them.
What is wrong with the people who comment on here. Imagine getting this worked up about Facebook videos selling sauce. Go update your folios. Play with your kids. Have a wank. Whatever it is, see the forest from the trees and realise that this isn’t the thing you should be poisoning yourself with bitterness over.
It’s not bitterness to call this amateurish rubbish out. By PRing work on CB you invite comment and analysis. And when the Emperor is naked, it’s only fair and reasonable to say so.
If this was done by some small, tinpot local suburban outfit that only sees advertising as a cash cow and has no pretentious to finding genuine marketing solutions through creative execution you could feel a modicum of sympathy: ‘forgive them, for they know not what they do’, but this is from a big name, well-resourced agency.
Bitterness keeps me alive! CB is my spiritual quinine! (PS. I already wanked)
Not a new idea (what is new in Australian advertising recently?) but they are funny and weird for what they are. I’d say budget has a lot to do with this and they don’t pretend to be something they aren’t. Not award winning stuff but the average Joe will have a giggle and they will have cut through. So job well done.
Sausage! That’s all we need to know. Haha
Let’s get some more weird going in this dry playground called australian advertising. Give those creatives and director a bigger brief and budget to play with and see what happens.
Over 40 comments for something quite small and simple. Has attracted the attention of a lot of jealous people and then people defending it. If something is really no good, nobody bothers commenting either way. The most interesting stuff always divides people. Job done. Sausage!