The Works and Goodman Fielder tease curiosity in new campaign

December 21, 2020 10:31

Creative agency The Works and Goodman Fielder have launched an unbranded campaign for Holbrooks Worcestershire Sauce.

Across PR, social media and OOH, a series of cryptic facts and observations about the sauce will be shared, driving consumers to whatsthatsauce.com.au to find out more.

The Works creative director, Guy Patrick, said: “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.”

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.