Gravox has launched its first campaign since appointing Cummins&Partners.
The integrated campaign rolls out across digital, OOH and cinema.
By pouring gravy on anything from a bowl of chips to a rubber duck, the new work highlights the inherent Australian love for gravy, demonstrating that it will make everything taste better.
Cummins&Partners CEO Sean Cummins said: “We wanted to create a higher purpose and greater personalisation for the brand. Then we realised it’s just very tasty gravy. So we poured it on food and filmed that.
“It’s the best form of advertising there is… which is product demonstration. We showed Gravox has a wide range of great flavours and usages. It’s nice to do a piece that doesn’t try to be more slice of life advertising. Life is very sliced at the moment so we avoided that.”
Kraft Heinz Australia brand manager Erin Putt said: “Gravox is such an iconic Australian brand and we really wanted to celebrate what our consumers tell us they love about it, which is Gravox makes their meals taste better.
“This creative idea and the media strategy behind it gets consumers to re-evaluate how they’ve always known and used Gravox by reintroducing it to them in familiar moments, but in unexpected ways.”