Fountain puts a smile on every ‘flavour cravers’ face in new campaign via The Station Agency
CB Exclusive – Fountain Sauce is inviting Australian households to add a little flavour excitement to everyday mealtimes, via a new campaign by integrated creative agency The Station Agency.
The fully integrated campaign, which runs across TV, digital, social, outdoor and in-store as well as PR, taps into the insight that the average Australian household has only five go-to meals on its weekly recipe repertoire and is looking for ways to give these meals a little flavour lift.
Says Gillian O’Brien, brand manager, Fountain: “We know parents want to provide great tasting food for their families but don’t always have the time to make complicated meals, what they serve sometimes gets monotonous and it can be hard to satisfy everyone’s tastes. At Fountain we want to provide consumers with quick and easy ways to add flavour and transform food into great tasting and exciting meals. Working with The Station Agency we have been able to create an integrated campaign that highlights to consumers how the range of Fountain sauces can help add some excitement to mealtimes in a fun and engaging way.”
Says Ian Cassidy, managing partner, The Station Agency: “Family mealtimes should be enjoyable occasions. However for the 
majority of Australian households they are anything but. What we’ve tried to do with this campaign is show how Fountain can put a smile on everyone’s face around the dinner table and bring a bit of the ‘feel good’ back to mealtimes. It will hopefully add some much needed excitement to what has been a relatively dull category of late, and so fits perfectly with the vision Cerebos has for the Fountain brand.”
The Station Agency, an integrated creative agency, will celebrate its 5th birthday next month and delivers strategic and creative services to clients including Diageo, CUB, Coca-Cola, Toyota, Schwarzkopf and Nestle.
Creative Agency – The Station Agency
Managing Partner – Ian Cassidy
Senior Copywriter – Andrew MacKinnon
Senior Art Director – Victoria Rodriguez
Design Director – Owen Norris
Strategy Director – Jenny Williams
Senior Account Director – David Boyles
Agency Producer – Darren Bailey
Photography – Chris Walsh
Content – Adrian Reinhardt and Cameron Creagh
Cerebos Marketing Director – Nick Boyden
Fountain Brand Manager – Gillian O’Brien
Fountain Assistant Brand Manager – Jake Weragoda
Cerebos Culinary Team – Adam Moore and Julie Ballard
6 Comments
I’m not one to usually comment here as all campaigns have their back story as to why they came to be (brief, budget, client and time) but this is lazy work, selling nothing more than the cost of entry for this category.
Oh God…the dross continues. Please no more PR’ing mediocrity!???!
Lame and lazy, what a wasted opportunity.
wow, ‘flavour cravers’??? seriously…stop putting lame segmentation titles in ads. should stick to a powerpoint chat, where it belongs.
I don’t usually like to criticise work without being constructive, but this is just shit.
Tomato sauce is hardly a ‘tantalising taste’, and it says nothing to distinguish the brand from any other.
If this was a range execution focused on the broader range it might make some sense, but it still uses tomato and brown as the key products.
‘Flavour craver’ as a concept might work if it had an unusual or exciting execution, but this is as bland as watered down cucumber juice.
Just bad.