MasterFoods Delivers 'Democracy Sauce' In Time For Australian Election

Who doesn’t love a snag come election day? Grabbing a democracy sausage after you’ve cast your ballot has basically become enshrined in Aussie culture. But what about the sauce? As Australia’s favourite tomato sauce, MasterFoods and WPP’s bespoke team, The Kitchen, saw an opportunity -- to nickname our #1 tomato sauce, 'Democracy Sauce', in honour of the upcoming Federal Election.

‘The Kitchen’ brings together bespoke WPP teams, with cross capabilities from creative and content provided by T&Pm Australia and New Zealand, Media by EssenceMediacom, and Production by Hogarth, as well as Social and Influencers. The Kitchen also works with Enthral from a PR perspective. The Kitchen team has delivered the campaign across all PESO touchpoints to connect Masterfoods into Australian culture.

So, with The Kitchen assembled, we set to work getting tongs (not a typo) wagging for MasterFoods 'Democracy Sauce' -- the taste of democracy. This multifaceted, omnichannel campaign will be unmissable during the election with creative running across social media, OOH, media partnerships including The Betoota Advocate and NOVA Entertainment. NOVA’s Liam Stapleton will be hitting the airwaves to find out how Aussies sauce their democracy sausages.

A limited edition run of MasterFoods 'Democracy Sauce' will be available at select polling stations across Australia on election day. From the Northern Territory Outback to the gliering beaches of Western Australia to the inner city sausage sizzles of Melbourne, lucky voters will be able to find our specially relabelled MasterFoods 'Democracy Sauce', at their polling station.

Mars Food marketing communications Lead Annabel Archer, said, “We’re so excited to bring these two Aussie icons together -- The democracy sausage is a national tradition, and MasterFoods is the perfect sauce to match. As Australia’s favourite tomato sauce, it only felt right to rename our most-loved product in honour of the star of the upcoming election, the 'Democracy Sauce'."

T&Pm AUNZ client lead Georgia Malcolm, said, “We’re so excited by this campaign. The humble democracy sausage is such an endearing part of Australian culture and we’re proud to be the tomato sauce that most Australians choose to don their snag with.”

EssenceMediacom group client director Ma Ridsdale, said, “The election offers a unique opportunity to breakthrough in a moment of Aussie culture and it’s been a joy to bring 'Democracy Sauce' to the people. We've delivered an omnichannel campaign that spans various capabilities, enhancing MasterFoods’ relevance with innovative media partnerships and data-driven OOH that truly resonate with Australians.”

Enthral, managing director, Cameron Smith said, “As Australia heads to the polls on May 3, the two biggest questions that Aussies will need to answer is who they want to lead the country and what flavoured sauce they want on their democracy sausage. Enthral is proud to be a supporter of Australia's favourite sauce and their Election campaign, which has led the cultural conversation this week and provided some light hearted moments in the political coverage. Don't forget to Vote 1 - MasterFoods 'Democracy Sauce'.”

The campaign runs up until democracy sausage day (election day), so make sure your sausage counts with a fair squeeze of MasterFoods 'Democracy Sauce', the taste of democracy.