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SYDNEY, Wednesday: NZ sauces & marinades maker F. Whitlock & Sons has officially launched in Australia, and is releasing a trans-Tasman creative campaign, Whitlock’s Tales of Delicious Demise, encouraging viewers to “step out of their ennui and feed their adventure”.

The multi-channelled campaign, created by Sydney agency 72&Sunny, has been cooked up to celebrate the launch of a new range of products, including killer beans, BBQ sauces, rubs and marinades.

The creative concept is inspired by the range’s label designs and personifies the adventurous ingredients that feature in F. Whitlock & Sons products, bringing characters to life, giving their backstories and telling the tales of how and why these tasty ingredients end up in a can or bottle for everyone to enjoy.

The creative campaign will roll out with a 90” film showcasing the Whitlock’s world, backed by shorter 15’’ product executions.

“You realise what a rad job and great client partners you have when you get to create short films about adventurous ingredients that come to face their demise.”

72andSunny head of product Luke Martin said: “Be it Chip the Chipotle Pepper and his demise at the hands of the Grim Reapers, or Oscar and Rojo, the Fuego Chilli Beans, and their not-so-narrow escape from pirates – each ingredient’s demise is not for the faint-hearted.

“You realise what a rad job and great client partners you have when you get to create short films about adventurous ingredients that come to face their demise. It has been a true collaboration between our team and the F. Whitlock’s team, which is why the work has turned out so nicely. Stoked to see this campaign go out to the world”.

The campaign will run in cinema, across digital and social and will be supported by OOH across Australia and New Zealand.

Natasha McGill, F. Whitlock & Sons senior flavour adventurist & brand purveyor, said: “We’re excited to be bringing the adventuresome Whitlock’s across Australia and New Zealand, which delivers to our brand aspiration of disrupting the everyday and bringing exciting food experiences to life in bold and adventurous ways.”


Client: Kraft Heinz ANZ: F. Whitlock & Sons
Chief Marketing Officer: Shane Kent
Head of Marketing Taste Elevation: Theresa Paglia
Senior Brand Manager: Natasha McGill
Brand Manager: Nicola Curran
Brand Manager: Amy Dunlop
Head of Media and Online: Michael DeNapoli
Communications Manager: Michelle Interlandi
Management Trainee: Julia Wookey
Creative Agency: 72andSunny Sydney
Animation: Yukfoo
Media Agency: Carat AUNZ
PR Agency: Society
Experiential Agency: Because XM

About F. Whitlock & Sons
Fred Whitlock was the original adventurous pioneer, an English entrepreneur who travelled throughout India and onto New Zealand. In 1847 Fred began creating everything from moonshine, to relish, sauces, and pickles. The key was, and still is, the mixing of bold ingredients to create a flavour adventure.

F. Whitlock & Sons was born from a need to combat the ordinary and was acquired by Kraft Heinz, with the brand launching a new range of products across Australia and New Zealand.

72andSunny footnote: “We would like to acknowledge the Traditional Owners of this Country and pay our respects to Elders past, present and emerging.”

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