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 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.


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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