It has been a serious year, but it’s ending. Clemenger BBDO Sydney and MasterFoods are bringing silliness back in time for the traditional Aussie summer fun. They’ve tapped into Australia’s decades-long obsession with squeezing MasterFood sauces on sausages at barbeques, beach picnics and other social celebrations – turning squeezy bottles of tomato, barbeque and American mustard into characters who deal with life as condiments – which involves dealing with ants, getting sand stuck on them at the beach and the rigours of kids’ birthday parties.
The work is running in a series of online videos and OOH.
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!
“Meat pies at footie games, sausage sizzles, beach BBQs – 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,” stated Clemenger BBDO Sydney executive creative director, Darren Wright.
MasterFoods director, Bronwyn Powell, added, “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.”
Agency: Clemenger BBDO Sydney
Executive Creative Directors: 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 Company: Airbag
Director: Chris Hill
Producer: Megan Ayers
Executive Producer: Alex Tizzard
Casting Director: Peta Einberg
Grade: White Chocolate
Online & SFX: Toby Royce
Client: MasterFoods
Mars Food Marketing Director: Bronwyn PowellMasterFoods Marketing Manager: Grant McKee
MasterFoods Brand Manager: Sally Burtonwood
MasterFoods Campaign Manager: Jasmine Randall
