“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.” Bet you want to try it.
Clever idea from The Works, isn’t it? – a campaign that creates mystery about a sauce that is very familiar and fighting with an invasion of new and exotic sauces.
The Works and Goodman Fielder have launched an unbranded campaign for a curious and often misunderstood sauce that has a myriad of uses. That’s all they are saying about it – even in the press release.
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.
(Hint: you can do the same. Note: They’ve made it really fun to find out.)
Guy Patrick, creative director at The Works, commented, “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.”
Christine Fung, head of marketing and category at Goodman Fielder, added, “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, was 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
Creative Partner: Damian Pincus
Creative Directors: Nathan Bilton & Guy Patrick
Creative Project Manager: Millie-Mae Twort
Producer: Tom Harrison
Social Director: Mark Mckissock
Social Media Manager: Sam Hazeldine
Designers: Shelby Lane-Brown & Paul Fitzgerald
Content & Production Agency: Daresay