We all have that one thing that we are especially good at, or that one meal that we make so well we re-make it again and again instead of learning something new, and that’s what F. Whitlock & Sons has tapped into with its new campaign targeting men via Us&Co for its Killer Sauce, which includes an online ad with an interactive ending.
The ad for the sauce and chutney brand (a key line within Cerebos Greggs) features Outrageous Fortune star and funny man Tammy Davis who explores how men look cool when they know something (like dancing, chess or piano) but how when they are trying to learn a new skill, they look a bit lame.
He goes on to say that the same goes for cooking, but with F. Whitlock & Son's Killer Sauce, there’s no need to learn anything new.
At the end of the online version of the ad, the viewer is given options to click on which Davis points to, like ‘Skills for sauce’ where the viewer is redirected a page on the brand’s website and asked to post a picture or a video of a “man skill” on Facebook to win some Killer Sauce.
There’s even an option for those who were annoyed that the clip was an ad which redirects them to a page to vent their frustration and enter their details to receive Killer Sauce, as well as an option for those who simply want to click on something, and who doesn't want to do that?
“The truth is there are some things that are impressive for a man to know, but not for a man to be seen learning,” Us&Co creative director Mike Felix says. “Riding a motorbike, playing chess, learning a language or even learning how to play the piano. But the reality is you’d never be caught going to piano classes.”
And cooking is one of those things, he says. “Research suggested men are eager to look good at whatever they do, but are less enthusiastic to put in the time to be good at it. Now with the help of Killer Sauces they can master their other killer dish without having to learn it.”
Cerebos Greggs moved its business to Us&Co earlier in the year to place more of a focus on pushing the brand digitally.
Us&Co teamed up with Miki Magasiva (Curious) to create the content and partnered with indie media agency MBM to launch the campaign across key digital platforms, a release says.
Cerebos Greggs New Zealand country manager says: “We were looking for revolution not evolution for F. Whitlock & Sons and with Us&Co we hit the digital jackpot. Strategically, creatively and as a partner to work with on a day-to-day basis my team cannot rave about them enough.”
Great partnerships are commercially critical, with this team onboard our future is looking incredibly bright, she says. “The creative result speaks for itself. Sensational."