BBQ sauce brand ETA has embraced nostalgia and its no bullshit status in Aussie culture with a new brand platform.
With strong nostalgic associations with childhood barbecues, ETA is an Aussie staple, perfect for whatever’s cooking - be it the perfect sausage sambo, or steak and store-bought pasta salad or a burger with the lot.
The new brand platform, ‘No-Nonsense BBQ Sauce’ positions ETA as the iconic, old-school bottle of Aussie simplicity - an unapologetic statement against the overly complicated food culture and a beacon of light for a return to simpler things.
Connecting Plots creative partner Matt Geersen said for the past 10 plus years, hipster artisans and their whiskey infused, boujee craft condiments have dominated the food scene.
“But Australia was built on a foundation of three meat and veg and it was time to get back to basics," Geersen said.
Goodman Fielder CMO Christine Fung said this is the first small step in giving this iconic brand the focus it deserves.
“There’s a huge loyalty in Aussie culture for the brand and product and we feel we owe it to them to be true to who we are," Fung said.
The campaign launched into retail, OOH channels and Reddit (the internet’s spiritual home of BBQ sauce enthusiasts) to galvanise the community that have been long awaiting the return of the cult Aussie favourite.
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