At a time when the cultural wheel is once again resetting and nostalgia for simpler times is back in fashion, BBQ sauce brand ETA is capitalising on this trend. With strong nostalgic associations with childhood barbecues, ETA is an Aussie staple, perfect for whatever’s cooking – be it the perfect sausage sambo, or steak and store-bought pasta salad or a burger with the lot.
The new brand platform, ‘No-Nonsense BBQ Sauce’ positions ETA as the iconic, old-school bottle of Aussie simplicity – 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. But Australia was built on a foundation of three meat and veg and it was time to get back to basics.”
Connecting Plots Creative Partner, Matt Geersen
“This is the first small step in giving this iconic brand the focus it deserves. 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.”
Goodman Fielder CMO, Christine Fung
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.
View the full campaign here →
