HOW AN AUSSIE ICON IS GETTING BACK TO ITS ROOTS TO GROW MARKET SHARE

ETA is the iconic, old-school bottle of Aussie basic. But for the past 15+ years, hipster artisans and their whiskey infused, boujee craft condiments have influenced the food scene, causing ETA to lose market share. But the cultural wheel is once again resetting and nostalgia for simpler times and food is back in fashion. And with strong nostalgic associations, ETA is an Aussie staple perfect for getting back to basics. So we turned ETA into an unapologetic statement against all today’s try-hard food bullshit and a beacon of light for a return to simpler things.