The Sauce - 07/02/2024

Welcome to ‘The Sauce’ - your weekly dollop of marketing news.

This week’s edition comes from our Social Media Lead, Sapna, and features eBay's Love Island partnership, Wrigley’s refresh, KitKat encouraging people to take a break from the cold and Heinz "The Wait" by 1984 campaign.

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eBay's Love Island sponsorship - a chic twist on preloved fashion

eBay's partnership with agency DEPT during the Love Island sponsorship not only strengthened their 17-year collaboration but also drove a remarkable shift in consumer interest in pre-loved fashion.?

The strategic and creative campaign, spanning TikTok, TV, and various online channels, made eBay the first headline sponsor of Love Island season nine. This move resulted in over a 1,400% increase in searches for eBay's key product category.?

By leveraging the social-led nature of Love Island, DEPT introduced 'Stylanders,' popular creators promoting pre-loved fashion on social platforms. The success of this approach was evident in season nine and continued into season 10, making Stylanders a feature in eBay's TV campaigns. The campaign's impact was profound, generating a surge in searches for 'pre-loved fashion' on eBay and a significant increase in circular businesses joining the platform.?

Ashleigh Morris, Content and Communications Lead at Awesomesauce Marketing, said, “The Love Island sponsorship not only transformed consumer shopping behaviours but also solidified eBay as the main sponsor for Love Island season 10. The success has prompted a continuous focus on improvement and exploration of new strategies, including leveraging automation and AI for faster merchandising. The collaboration highlights the significance of staying culturally relevant and impactful to increase brand awareness and sales.”

At Awesomesauce, we are seeing many clients reevaluate their marketing strategies to see how they can become culturally relevant and elevate brand presence.?

Feeling confused about leveraging your content? Message [email protected] to find out how we can help.

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Mars Wrigley refreshes gum brands with quirky 'Chew good' platform

Mars is giving its chewing gum and mint brands a cool makeover with a ￡39.2 million ($50 million) TV, digital, and out-of-home campaign, aiming to connect with a younger crowd and establish itself in the "holistic wellness" scene.?

Called the "Mind Mouth" campaign, it features five films created by Omnicom and Energy BBDO, with the first ad showcasing an office worker finding zen after popping a piece of Extra gum.?

Accompanied by streaming radio spots, a Snapchat AR lens, and playful social content on Instagram, Facebook, and TikTok, the visuals, shot by photographer Hanina, bring a disruptive and quirky vibe dubbed "Chewtopia."?

This significant brand revamp is Mars' way of offering "unconventional me moments" in our chaotic world, targeting the coveted under-25 demographic, making chewing gum an essential daily joy. Chew good, they say – delivering bite-sized me-moments one chew at a time!?

James Keith, Account & Strategy Director at Awesomesauce Marketing, said: “Injecting fun, creativity, and a touch of the unexpected into marketing strategies can help businesses connect authentically with their target audience and stand out in a crowded market.”

How do you utilise your marketing to foster that connection with your audience?

For help with marketing strategy, drop James a message on or email [email protected].

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KitKat Encourages Brits to take a break from the cold…

In response to the chilly temperatures gripping the UK, KitKat has revealed a clever out-of-home ad crafted by integrated creative agency VML. Recognising Brits enduring the coldest night of winter, the ad encourages individuals to ‘Take a Brrr’ from the cold, drawing inspiration from the familiar act of scraping ice off car windshields.?

The campaign went live across the UK, displaying for two days during the cold snap. The creative will also feature on KitKat’s UK social channels. Impressively, the entire process, from concept to launch, took just 36 hours, highlighting the effectiveness of a strong idea and collaborative client partnerships.?

Ashleigh Morris, Content and Communications Lead at Awesomesauce Marketing, said, “KitKat's swift and effective cold-weather campaign is the power of timely and relevant content. KitKat's ability to respond quickly to the current weather conditions and create a campaign that resonates with the audience demonstrates the impact of staying agile and responsive in marketing strategies.

By tapping into the immediate and shared experience of enduring cold temperatures, KitKat not only engages its audience but also creates a connection that feels authentic and in tune with the moment. This highlights the importance of staying attuned to current events, trends, and seasonal changes to tailor marketing efforts that capture the audience's attention and make a lasting impression.”

With our clients, we are seeing more of an emphasis on building a connection and staying relevant with trends, to increase overall growth and sales.?

Feeling confused about segmentation? Message [email protected] to find out how we can help.

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Heinz "The Wait" by 1984

Heinz is launching its largest global marketing campaign, titled "The Wait," under the "It Has to be Heinz" platform. The campaign, created in collaboration with Chilean agency 1984, celebrates consumers willing to wait for Heinz ketchup before enjoying their meals.??

Based on a global Toluna survey, where over two-thirds of diners preferred waiting for ketchup, the campaign portrays waiting as an "act of love." The creative, developed by 1984, showcases the titular wait faced by condiment-less diners in 15-second spots and employs contextual out-of-home placements in locations where consumers naturally wait.?

Heinz's "It Has to be Heinz" platform highlights consumers' "irrational love" for its products, emphasising the unique connection people have with the brand.?

James Keith, Account & Strategy Director at Awesomesauce Marketing, said: “The campaign doesn't just sell a product; it sells an experience, positioning waiting as a positive and even endearing aspect of the brand's identity. This highlights the importance of connecting with consumers on a deeper, emotional level and leveraging insights into consumer behaviour to create campaigns that resonate authentically. It underscores the effectiveness of celebrating the unique and often irrational love that consumers have for a brand, fostering a stronger and more meaningful relationship with the audience.”

For help with marketing budgets and strategy, drop James a message on or email [email protected].

Are you analysing your insights to evaluate how you can create a stronger relationship with your audience?

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You can check out our latest dollop of marketing news next week, and read our previous posts here.

Want to find out more about what we do and how we can help your business??

Contact our Account & Strategy Director James Keith on LinkedIn or email [email protected].