Vili’s Family Bakery dares SA to ‘Risk It For The BBQ Brisket’ in new campaign via KWP+Partners

July 9 2026, 4:19 pm | BY Ricki Green | 1 Comment

Vili’s Family Bakery has launched ‘Risk It For The BBQ Brisket’, a campaign, created with Adelaide agency KWP+Partners, built around an everyday decision most Australians face whilst standing at the petrol station warmer: to steak and pepper, or steak and something different.

 

The campaign was built to launch Vili’s new Smokey BBQ Brisket Pie — a product that had been quietly selling out in Café de Vili’s and was ready for a big, brave introduction to petrol stations and football stadiums across the state.

Says Alex Stewart, senior account manager, KWP+Partners: “Everyone knows that feeling, you’re at the warmer, you see something new, and you talk yourself out of it. We wanted to be the voice that talks you back in to it.”

Relatable scripts were written around that precise moment of purchase — the servo dash, the half-time sprint, the bus-stop calculation — all with the aim of making a pepper steak default feel like a total let down compared to the new, bursting with smoky flavours, BBQ brisket.

The campaign rolled out in three phases across radio, film, OOH, digital OOH, retail POS, social, and on-field activations with Port Adelaide and SANFL clubs.

Says Bryan Dennis, creative director, KWP+Partners: “Pies are an autopilot purchase,” said creative director Bryan Dennis. “The brief wasn’t to build awareness, it was to interrupt a habit. We needed to give people permission to do something slightly brave at the warmer. Turns out that’s a pretty universal feeling.”

The campaign launched 24 May 2026. The result? Petrol stations across South Australia were soon selling out of Smokey BBQ Brisket Pies.

Vili’s Family Bakery dares SA to ‘Risk It For The BBQ Brisket’ in new campaign via KWP+Partners Vili’s Family Bakery dares SA to ‘Risk It For The BBQ Brisket’ in new campaign via KWP+Partners Vili’s Family Bakery dares SA to ‘Risk It For The BBQ Brisket’ in new campaign via KWP+Partners

 

 

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