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Condiment Brand Unnecessarily Combines ‘Saucing and Forking’ for an Efficient Way to Eat


McCann Germany launches 'The Thomy Saurk', a fork that sauces while you eat

Condiment Brand Unnecessarily Combines ‘Saucing and Forking’ for an Efficient Way to Eat

Almost 70 years ago, THOMY revolutionised the way people condiment, by taking mustard out of pots and putting it into Aluminium tubes which can be recycled multiple times.  

This easy to squeezy packaging innovation brought so much joy to people, that the THOMY tube quickly found itself enjoying the biggest market share in the mustard and mayo segments. But recently, Andrea Scholaster (communication & media manager THOMY) feels that joy seems to be one of the things the world is lacking a bit at the moment.   

“THOMY’s been a brand that’s been bringing the joy since the 1950s, so with everything that’s gone on in the world over the last few years, we felt it was absolutely, completely, entirely necessary for us to spread a bit of joy around – even if only for a moment at mealtimes. So, instead of making another TVC, we decided to take a look at our innovative heritage and create another packaging innovation that would make saucing with the THOMY tube even more fun than it already is."

This led McCann Germany to approach THOMY with an idea to combine saucing and forking to create what they’re calling the most fun and unnecessarily efficient way to sauce a sausage and stuff. 

The Thomy Saurk. 

Yes. A fork. That sauces. The world’s first tube-tachable snackcessory that turns THOMY tubes into a piece of cutlery that dishes out perfect amounts of THOMY and joy with every squeeze.  

Thanks to its German-engineering, saucestainable design, patented tube-to-tongue technology, THOMY range compatibility and joy-bringing squeeze, Verena Hensel (Communication Director THOMY, Maggi, Garden Gourmet) believes that the Saurk will not only help people connect with THOMY on a whole new level, but also influence their purchase and eating behaviours around the THOMY tube as well. 

“We feel that in a time where joy has never been needed more, this little fork that sauces has an important part to play. I mean just look at it. You can’t help but smile at how oddly satisfying and unnecessary it all is. You just want to squeeze it and experience it for yourself”. 

With THOMY planning to give away 1000 Saurks just a few weeks away from BBQ season, it’s clear that for a few lucky people, the THOMY Saurk will be an absolutely, completely, entirely unnecessarily necessary addition to all the joy that summer brings with it, but rest assured that for the rest of us, THOMY is planning more Saurk activities in the near future.  


Agency / Creative
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McCann Worldgroup Europe & London, Tue, 18 Apr 2023 09:13:00 GMT