Sweet, with a little bite
Brief: Introduce Wellington’s Sweet Chili Sauce to new consumers on a limited budget, and position it as a versatile, go-to condiment.
Solution: We focused on what makes the sauce special — it’s sweet, but has a bit of a kick. Instead of relying on expensive production, we turned this into a personality. By giving the sauce a cheeky, witty voice, we made it memorable and shareable. This led to the tagline: “It’s sweet, with a little bite.”
Concept: We brought the idea to life through playful, slightly cheeky compliments. Each ad highlighted the sauce’s bold personality while showing off its flavor and versatility — in a way that felt fun and easy to remember.
Art Director: Nicola Clarke | Copywriter: Anna Nurse
Ogilvy Cape Town
Execution & Result:
National TV spots in South Africa and online branded content brought the campaign to life.
Ads showcased the sauce’s versatility in beautiful meals, expanding its perceived use beyond a dipping sauce.
Sales increased 35%, driven by curiosity from new consumers.
Existing consumers embraced the “backhanded compliment” approach in their own conversations, organically embedding the brand into daily life.