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Gravox Ad Plays Up to Australia’s Love of Gravy

Creative 240 Add to collection

This is the agency's first campaign for Gravox since being appointed earlier in the year

Gravox Ad Plays Up to Australia’s Love of Gravy

Gravox has launched its first campaign via Cummins&Partners. The integrated campaign rolls out across digital, OOH and cinema.

By pouring gravy on anything from a bowl of chips to a rubber duck, the new work highlights the inherent Australian love for gravy, demonstrating that it will make everything taste better.

Says Sean Cummins, Cummins&Partners: “We wanted to create a higher purpose and greater personalisation for the brand. Then we realised it’s just very tasty gravy. So we poured it on food and filmed that.


“It’s the best form of advertising there is… which is product demonstration. We showed Gravox has a wide range of great flavours and usages. It’s nice to do a piece that doesn’t try to be more slice of life advertising. Life is very sliced at the moment so we avoided that.”

Says Erin Putt, brand manager at Kraft Heinz, Australia: “Gravox is such an iconic Australian brand and we really wanted to celebrate what our consumers tell us they love about it, which is Gravox makes their meals taste better. This creative idea and the media strategy behind it gets consumers to re-evaluate how they’ve always known and used Gravox by reintroducing it to them in familiar moments, but in unexpected ways.”

With over 50 products in the Gravox range, there’s a gravy or sauce to be enjoyed on just about anything.

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Advertiser: Kraft Heinz, Australia

Brand Manager: Erin Putt

Chief Marketing Officer: Shalabh Atray

Production Company

Colourist: Martin Greer

Director: Ben Flaxman

Editor: David Farnsworth

Online Editor: Kane Dixon

Post Producer: Cat Park

Producer: Jess Leman (Sound)

Production Company: Hogarth Australia

Sound: Production Alley

Sound Engineer: Paul McCosh

Creative Agency

Broadcast Producer: Tracy Proposch

Copywriter: Sean Cummins

Creative Agency: Cummins&Partners

Executive Producer: Karley Cameron

Group Account Directors: Georgie Bugelly

Media Agency: Spark Foundry

Producer: Simone Greentree

Senior Account Manager: Juno Forster

Genres: Tabletop

Categories: Food, Sauces and Spreads

Cummins&Partners Melbourne, Tue, 10 Sep 2019 05:12:34 GMT