Goodman Fielder

Goodman Fielder launches saucy mystery campaign

GoodmanFielder has launched a mysterious, unbranded campaign to breathe new life into an old sauce.

The curious condiment ­– while having stood the test of time – remains tricky to define. Its uses are many, its flavour’s umami and, for most people, just saying its name properly takes a masterstroke of pronunciation.

Got it yet?

It’s Worcestershire Sauce. Holbrook’s, to be exact.

Leveraging the condiment’s enigmatic status, we developed the campaign around the inquisitive tagline ‘What’s that sauce’.

The slogan features across PR, social media and OOH alongside cryptic facts and observations, including: ‘A taste you can’t put your finger on’, ‘Makes bacon even better’ and ‘Hard to pronounce. Hard to describe. Hard to spell.’

Goodman Fielder’s head of marketing and category Christine Fung said:“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.”

“This is not about making the logo bigger. In fact, unusually for an ad campaign, there’s no logo or product shot at all. This often misunderstood and hard to pronounce sauce needed a mystery campaign to match. So, ‘What’s that Sauce’ was born,” The Works’ creative director Guy Patrick said.

The Works are very happy to be working across all Goodman Fielder brands including Helga’s, MeadowLea, Praise and White Wings following a competitive pitch earlier this year.

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