MasterFoods
Condiments brand MasterFoods, via WPP’s bespoke team The Kitchen, has nicknamed its tomato sauce Democracy Sauce in honour of the upcoming federal election.
The Kitchen team has delivered the campaign across all paid, earned, shared and owned touchpoints to connect Masterfoods into Australian culture.
The omnichannel campaign will be running across social media, OOH, media partnerships including The Betoota Advocate and NOVA Entertainment.
NOVA’s Liam Stapleton will be hiing the airwaves to find out how Aussies sauce their democracy sausages.
A limited edition run of MasterFoods Democracy Sauce will be available at select polling stations across Australia on election day.
From the Northern Territory Outback to the gliering beaches of Western Australia to the inner city sausage sizzles of Melbourne, lucky voters will be able to find our specially relabelled MasterFoods Democracy Sauce, at their polling station.
Mars Food marketing communications lead Annabel Archer said the teams are so excited to bring these two Aussie icons together - the democracy sausage is a national tradition, and MasterFoods is the perfect sauce to match.
"As Australia’s favourite tomato sauce, it only felt right to rename our most-loved product in honour of the star of the upcoming election, the Democracy Sauce."
T&Pm AU & NZ client lead Georgia Malcolm said the agency is so excited by this campaign.
"The humble democracy sausage is such an endearing part of Australian culture and we’re proud to be the tomato sauce that most Australians choose to don their snag with," Malcolm said.
EssenceMediacom group client director Ma Ridsdale said the election offers a unique opportunity to breakthrough in a moment of Aussie culture and it’s been a joy to bring Democracy Sauce to the people.
"We've delivered an omnichannel campaign that spans various capabilities, enhancing MasterFoods’ relevance with innovative media partnerships and data-driven OOH that truly resonate with Australians," Ridsdale said.
Enthral managing director Cameron Smith said as Australia heads to the polls on May 3, the two biggest questions that Aussies will need to answer is who they want to lead the country and what flavoured sauce they want on their democracy sausage.
"Enthral is proud to be a supporter of Australia's favourite sauce and their Election campaign, which has led the cultural conversation this week and provided some light hearted moments in the political coverage. Don't forget to Vote 1 - MasterFoods Democracy Sauce,” Smith said.
The campaign runs up until democracy sausage day (election day), so make sure your sausage counts with a fair squeeze of MasterFoods Democracy Sauce, the taste of democracy.
Credits
Client: MasterFoods
Agency Village: T&Pm Australia, EssenceMediacom, Hogarth Worldwide and Enthral
Creative and content: T&Pm Australia & New Zealand
Media: EssenceMediacom
Production, social and influencers: Hogarth
PR: Enthral
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