Masterfoods has launched a limited edition rebrand of its tomato sauce in the spirit of the election, called MasterFoods Democracy Sauce.
With the polls still up in the air, the sauce’s rebrand for the election is one debate it aims to settle, that MasterFoods is the sauce that belongs on every democracy sausage.
The tomato sauce brand claims that in 2024 alone, Australians devoured a whopping 4.9 million litres of MasterFoods Tomato Sauce – that’s almost 10 million bottles of Australia’s most popular tomato sauce – enough sauce bottles to circle the MCG…16,000 times, or enough sauce to fill about 250,000 bathtubs.
Annabel Archer from MasterFoods Australia said: “We’re so excited to bring these two Aussie icons together. The democracy sausage is a national tradition, and MasterFoods is the perfect sauce to match.
“As Australia’s favourite tomato sauce, it only felt right to rename our most-loved product in honor of the star of the upcoming election, the Democracy Sauce.”
MasterFoods Democracy Sauce will be available to squeeze at select polling stations across the country.
Earlier this year, MasterFoods appointed WPP’s integrated agency model, The Kitchen, to its brand portfolio. The Kitchen brings together a bespoke WPP team, with T&P offering full-service creative alongside EssenceMediacom leading media and Hogarth delivering production for the brand.
The agencies will work together, and the integrated approach aims to deliver deeper insights, more impactful campaigns, and engaging content.
The Kitchen team will work with other key partners like Enthral from an earned perspective to continue to build upon MasterFoods enviable position in the Australian market.
Georgia Malcolm, Mars client lead at T&P said at the time: “We couldn’t be more excited to partner with Masterfoods and their pantry full of amazing brands.”
“As we head into 2025, our entire team is looking forward to hitting the ground running with some standout thinking. We can’t wait to add to the next chapter of this true Australian icon,” Malcolm added.