MasterFoods takes barbecue sauce to Fashion Week in new campaign

BBQ sauce and fashion may be strange bedfellows, but MasterFoods is leaning into the unlikely pairing for its latest campaign.

The Mars-owned brand has launched Tomato Would Never, a new campaign via Publicis Groupe’s OneMars and creative agency T&P, giving MasterFoods Barbecue Sauce its own moment in the spotlight.

The campaign debuted at designer Iordanes Spyridon Gogos’ consumer show during Fashion Week, where Barbecue Sauce appeared backstage, front row and in street-style shots alongside campaign talent Lily Brown and Jett Kenny.

The idea positions MasterFoods Barbecue as “Australia’s other favourite sauce”, stepping out of the shadow of Tomato Sauce and into more unexpected cultural spaces.

The campaign is grounded in research commissioned by MasterFoods on the link between Australians’ sauce preferences and personality traits. It frames Barbecue Sauce as more playful and bold than its more reliable tomato counterpart.

“MasterFoods Barbecue has always been a fan favourite, but it’s often seen as the underdog to Tomato – Australia's favourite sauce. This campaign is about owning and acknowledging that dynamic, giving Barbecue a personality of its own, and bringing it to life in a way that feels fresh, relevant and culturally connected,” said Davina Takiari, portfolio marketing manager, MasterFoods at Mars.

The Fashion Week activation marks the start of a four-week national campaign. Barbecue Sauce will appear in unexpected cultural environments across Sydney and Melbourne, with KHOO Management acting as its official talent and modelling agency.

MasterFoods will also amplify “barbecue sightings” across TikTok and Instagram through influencer partnerships, user-generated content and social branded ads.

Creator partners include Emma Boyd, Lily Brown, Jett Kenny, Phoebe Spiller and Yasmin Suteja.

"As lifelong fans, we're so excited to see MasterFoods Barbecue Sauce elevated to the status of ‘Australia's other favourite sauce’. Launching at Fashion Week gave us the opportunity to tap into a key moment in culture and a kick start its own distinct personality,” Tom Fitzgerald, senior art director at T&P, said.

The campaign will roll out across paid, earned, shared and owned channels, with media and earned handled by Publicis Groupe OneMars and creative by T&P.

“This is an integrated campaign built for where culture is happening. By activating across the OneMars team, Barbecue will be showing up in paid, earned, shared and owned environments, bringing reach and engagement to one of Australia’s most loved brands and products,” Sarah O’Leary, chief client partner for Publicis Groupe OneMars, added.