MasterFoods has brought a new flavour to Fashion Week, with a large Barbecue Sauce bottle showing up backstage, front row and in street-style shots at designer Iordanes Spyridon Gogos’ (Jordan Gogos) exclusive consumer show.
The unexpected appearance marks the launch of ‘Tomato Would Never’, MasterFoods’ latest campaign via Publicis Groupe’s OneMars and creative agency T&P.
Joining campaign talent, entrepreneur Lily Brown and Ironman Jett Kenny, it signals MasterFoods Barbecue’s first taste of the spotlight, stepping out of Tomato’s shadow and confidently into cultural spaces of its own as Australia’s other favourite sauce.
The campaign 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 start of a four-week national campaign designed to celebrate MasterFoods Barbecue Sauce as a personality in its own right.
Across the campaign, Barbecue’s adventurous and quirky character will be brought to life. Appearing in unexpected cultural environments across Sydney and Melbourne, the sauce will have official ‘representation’ from KHOO Management, acting as Barbecue’s talent and modelling agency.
To build momentum and drive national buzz beyond Fashion Week, ‘Barbecue sightings’ will be amplified across TikTok and Instagram through influencer partnerships, user-generated content and social branded ads, inviting audiences to engage with MasterFoods Barbecue in ways that extend beyond the dining table.
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In addition to these cultural moments and partnerships, the campaign will roll out across paid, earned, shared and owned channels through a series of moments designed to amplify Barbecue’s unique character, with a strong focus on storytelling and personality-led brand engagement.
MasterFoods at Mars portfolio marketing manager Davina Takiari said: “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.”
Tom Fitzgerald, senior art director at T&P said: “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 kick start its own distinct personality.”
Sarah O’Leary, chief client partner for Publicis Groupe OneMars, added: “This is an integrated campaign built for 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
