The Works and Goodman Fielder tease curiosity in new campaign
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.”
Goodman Fielder head of marketing and category, Christine Fung, 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, were appointed to work across all Goodman Fielder brands including Helga’s, MeadowLea, Praise and White Wings earlier this year following a competitive pitch.
Credits:
Client: Goodman Fielder
Agency: The Works
Content and production agency: Daresay
Creative partner: Damian Pincus
Creative directors: Nathan Bilton and Guy Patrick
Creative project manager: Millie-Mae Twort
Producer: Tom Harrison
Social director: Mark McKissock
Social media manager: Sam Hazeldine
Designer: Shelby Lane-Brown and Paul Fitzgerald
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Olivia Kruimel is 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.
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