MasterFoods.
MasterFoods has brought a new flavour to Fashion Week, with Barbecue Sauce showing up backstage, front row and in street-style shots at designer Iordanes Spyridon Gogos’ (Jordan Gogos) consumer show in a campaign via Publicis Groupe’s OneMars and creative agency T&P.
The campaign features entrepreneur Lily Brown and Ironman Jett Kenny.
“MasterFoods Barbecue has always been a fan favourite, but it’s often seen as the underdog to Tomato – Australia's favourite sauce,” said MasterFoods at Mars portfolio marketing manager, Davina Takiari.
“This campaign is about owning and acknowledging that dynamic, giving Barbecue a personality of its own, and bringing it to life in a way that feels fresh, relevant and culturally connected.”
The sauce will have official ‘representation’ from KHOO Management, acting as Barbecue’s talent and modelling agency.
‘Barbecue sightings’ will be amplified across TikTok and Instagram through influencer partnerships, user-generated content and social branded ads, inviting audiences to engage with MasterFoods Barbecue in ways that extend beyond the dining table.
"As lifelong fans, we're so excited to see MasterFoods Barbecue Sauce elevated to the status of ‘Australia's other favourite sauce,” said T&P senior art director, Tom Fitzgerald.
“Launching at Fashion Week gave us the opportunity to tap into a key moment in culture and a kick start its own distinct personality.”
In addition to these cultural moments and partnerships, the campaign will roll out across paid, earned, shared and owned channels.
“This is an integrated campaign built for where culture is happening,” said Publicis Groupe OneMars chief client partner, Sarah O’Leary.
“By activating across the OneMars team, Barbecue will be showing up in paid, earned, shared and owned environments, bringing reach and engagement to one of Australia’s most loved brands and products.”
CREDITS
Client: MasterFoods
Media and Earned: Publicis Groupe OneMars
Creative: T&P
Fashion Partner: Jordan Gogos
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