Gravox ‘makes anything delicious’ in back-to-basics campaign

Gravox has brought its marketing back to basics with product demonstration, in a new campaign from Cummins & Partners.

The ad shows the range of Gravox sauces being poured over various dishes, as well as a rubber duck, rubik’s cube and rotary phone.

At the centre of the campaign is the belief that Gravox sauce is so delicious, it could make anything taste good.

Sean Cummins, the agency’s owner, said: “We wanted to create a higher purpose and greater personalisation for the brand. Then we realised it’s just very tasty gravy. So we poured it on food and filmed that.

“It’s the best form of advertising there is – which is product demonstration. We showed Gravox has a wide range of great flavours and usages. It’s nice to do a piece that doesn’t try to be more slice of life advertising. Life is very sliced at the moment so we avoided that.”

The static execution of the Gravox campaign

Erin Putt, Kraft Heinz Australia brand manager, said in a statement: “Gravox is such an iconic Australian brand and we really wanted to celebrate what our consumers tell us they love about it, which is Gravox makes their meals taste better. This creative idea and the media strategy behind it gets consumers to re-evaluate how they’ve always known and used Gravox by reintroducing it to them in familiar moments, but in unexpected ways.”

The campaign will be executed across digital, OOH and cinema.

Cummins & Partners won the creative account for Kraft Heinz in October 2017.


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