ASIA-PACIFIC – NEW ZEALAND, SPTEMBER 3, 2013 – In their latest campaign for Ford, JWT New Zealand enlisted the help of gourmet chili sauce maker Chris Cullen to create a flavor that will capture the Ford Fiesta ST.
The campaign depicts the Ford Fiesta ST, as a fire-breathing, ground-scorching sports hatch that packs a lot of power into a small package. The agency created the ST Hot Sauce campaign to connect with young consumers and generate excitement for the limited edition car.
Cullen was tapped by JWT team to translate the power and strength of the vehicle into a flavor profile. The team tracked down New Zealand’s hottest chilis, which measure at 1.463 million scoville units.
JWT created a run of 3000 bottles of hot sauce with a unique recipe and color that matched the Fiesta ST. In July, the sauce was distributed around the top restaurants in Auckland, joining the condiments on offer on the tables.
This was supported with print executions featuring the stylized ST sauce bottle label promoting the car, as well as specially constructed transit posters that appeared in the vicinity of these restaurants that promoted a giveaway on the Ford NZ Facebook page. A simultaneous promotion on the page was also launched, where people could join a giveaway competition to win the sauce.
"It’s a print ad in a bottle, that you can taste – and a great conversation starter,” said Cleve Cameron, JWT New Zealand executive creative director.
Both the ST Sauce and Fiesta ST enjoyed positive results. The ST Sauce became a talking point both at mealtime and online from chefs and people eating in restaurants.
In the first two months, two thirds of the limited edition vehicles were sold and the number of Ford’s Facebook fans jumped 5% in the first two weeks of the campaign.
