MasterFoods has brought Barbecue Sauce to Fashion Week, launching its new campaign Tomato Would Never via Publicis Groupe’s OneMars and creative agency T&P.
The campaign kicked off with Barbecue Sauce appearing backstage, in the front row, and in street-style shots at designer Iordanes Spyridon Gogos’ exclusive consumer show.
The activation marks MasterFoods Barbecue’s first taste of the spotlight, stepping out of Tomato’s shadow as “Australia’s other favourite sauce.”
Barbecue gets its own personality
The campaign is grounded in new research commissioned by MasterFoods on the link between Australians’ sauce preferences and personality traits.
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Tomato Would Never celebrates MasterFoods Barbecue Sauce as the condiment of playful and bold moments, showing up in high-visibility places the more “reliable” MasterFoods Tomato never would.
The Fashion Week activation marks the beginning of a four-week national campaign designed to give Barbecue a personality of its own.
From front row to social feeds
Across the campaign, Barbecue’s adventurous and quirky character will appear in unexpected cultural environments across Sydney and Melbourne.
Like this one.
The sauce will also have official “representation” from KHOO Management, acting as Barbecue’s talent and modelling agency.
To build momentum beyond Fashion Week, “Barbecue sightings” will be amplified across TikTok and Instagram through influencer partnerships, user-generated content and social branded ads.
The campaign will roll out across paid, earned, shared and owned channels, with a focus on storytelling and personality-led brand engagement.
MasterFoods on the campaign
Davina Takiari, Portfolio Marketing Manager, MasterFoods at Mars, said the campaign gives Barbecue Sauce room to own its underdog status.
“MasterFoods Barbecue has always been a fan favourite, but it’s often seen as the underdog to Tomato – Australia’s favourite sauce.
“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.”
T&P on the Fashion Week launch
Tom Fitzgerald, Senior Art Director at T&P, said the Fashion Week activation helped kickstart Barbecue’s new personality.
“As lifelong fans, we’re so excited to see MasterFoods Barbecue Sauce elevated to the status of ‘Australia’s other favourite sauce’.
“Launching at Fashion Week gave us the opportunity to tap into a key moment in culture and a kick start its own distinct personality.”
OneMars on the integrated rollout
Sarah O’Leary, Chief Client Partner for Publicis Groupe OneMars, said the campaign was built around where culture is happening.
“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
Top image: Barbecue Sauce x Fashion Week