Winning the battle for supermarket saucepremacy

— Brand Positioning
— Print

How could we get shoppers to give McCormick’s delicious new range of BBQ sauces a shot? And in turn, get the big two supermarket chains to ‘range’ the range.

Attitudes to food and cooking in Australia have changed in recent years. The ‘Masterchef effect’ means cooking is no longer just about filling stomachs but has become an opportunity for self-expression. And obsession.

We developed a campaign speaking directly to the alpha barbequer, and the partners who indulge their passion. Running through press, magazine and experiential in the Melbourne CBD and AFL Grand Final, we ran a campaign just For Men Who BBQ!

The campaign not only created booming demand from consumers, but helped convince Coles and Woolworths to get on the sauce and range the product.