BBQ sauce brand, ETA has launched a new brand platform with Connecting Plots, embracing nostalgia and no-nonsense Australian culture to grow the brand’s market share for parent company Goodman Fielder.
ETA is capitalising on this trend in the nostalgia trend, positioning the brand as a ‘No-Nonsense BBQ Sauce’, an unapologetic statement against the overly complicated food culture and a beacon of light for a return to simpler things.
“For the past 10 plus years, hipster artisans and their whiskey infused, boujee craft condiments have dominated the food scene,” Connecting Plots creative partner, Matt Geersen, said.
“But Australia was built on a foundation of three meat and veg and it was time to get back to basics,” he added.
“This is the first small step in giving this iconic brand the focus it deserves,” says Goodman Fielder CMO, Christine Fung. “There’s a huge loyalty in Aussie culture for the brand and product and we feel we owe it to them to be true to who we are.”
The campaign launched into retail, OOH channels and Reddit (the internet’s spiritual home of BBQ sauce enthusiasts) to galvanise the community that have been long awaiting the return of the cult Aussie favourite.
Last year, Connecting Plots and Goodman Fielder launched the new brand platform for Praise mayo, calling on Aussies to “give it some mayo”.
The brand is iconic and nostalgic in Aussie culture and was made famous by its memorable jingle from the 80’s and 90’s. The new brand platform takes Praise back to its roots with a lighthearted approach to convenience in the kitchen, made distinctive by a jingle that remains in the minds of many Australians 30 years later.