Blue Dragon Sweet Chilli Offers Big Flavour in a Small Squeeze

Blue Dragon, the sweet chilli brand leader with 47% value share and growing +15% in value year-on-year, has launched its new, UK-wide above-the-line campaign: Small Squeeze, Big Difference, as part of its marketing plan.

The campaign, which was conceptualised and delivered by Manifest, has launched with two films across social and online video, as well as out-of-home sites across London.

Directed by award-winning director Jamie Maule-Ffinch, who has worked with Virgin, McDonald’s, Hasbro, Wayfair and Ford, the 15” films illustrate the everyday family dinner time scenario we all know well - with a new component delivering an extra kick of excitement.

Small Squeeze, Big Difference is focused on shifting the perception of Blue Dragon Sweet Chilli Sauce from solely an ingredient used in Asian cooking to a condiment suitable for all. With the tagline Small Squeeze, Big Difference, it aims to land Blue Dragon Sweet Chilli sauce on dinner tables far and wide, next to firm favourites ketchup and mayonnaise, as the perfect way to elevate dinner meals.

The films will go live across Instagram, Facebook, YouTube, digital display and Chicken Shop out-of-home ads, also created by Manifest. To encourage consumers to change their condiment choice, Sweet Chilli will be available to sample at 38 Chicken Valley shops across London, in the coming weeks. All media planning and buying has been handled by the7stars.

Rowena Vithlani, managing director, Manifest, said, “It’s been an epic journey to work with the team at Blue Dragon to deliver its first brand campaign. It takes trust, collaboration and bravery to be part of its marketing campaign. Our ethos at Manifest is to deliver bold, beautiful and brilliant work so we hope Small Squeeze Big Difference demonstrates just that. We’re now truly converted to Blue Dragon’s Sweet Chilli Sauce so that’s a big difference already.”

Simon Bayliss, head of condiments, added, “We couldn’t be prouder to partner with Manifest and the7stars to launch this campaign. Across the country, dinner tables wouldn’t be the same without condiments and sauces so we hope the film will bring that love to life, especially with Blue Dragon Sweet Chilli Sauce. This year, we’ve seen a 13% uptick in Sweet Chilli Sauce sales so we’re looking forward to continuing shaking up the condiment aisle.”