It is the first work created by the agency since winning the account.
Gravox has launched its first campaign since appointing Cummins&Partners.
By pouring gravy on anything from a bowl of chips to a rubber duck, the new work highlights the inherent Australian love for gravy, demonstrating that it will make everything taste better.
“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," says Sean Cummins, Cummins&Partners.
"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."
Erin Putt, brand manager at Kraft Heinz, Australia says the idea was to celebrate an "iconic" brand.
"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.”
With over 50 products in the Gravox range, there’s a gravy or sauce to be enjoyed on just about anything.
The integrated campaign rolls out across digital, OOH and cinema.