The Sauce – 03/07/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your dollop of marketing news from the past week.

This week we’re looking at Bentley’s brand repositioning, Heinz’s latest marketing campaign, and the ‘Don’t Delay’ campaign for Sarcoma Awareness Month.

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How Do You Bentley?

Taking a bold step away from the usual automotive ads is Bentley with its latest ad ‘How do you Bentley’?

It’s part of Bentley’s new brand platform as it aims to reposition itself, and will feature across Bentley’s social channels, OOH and on connected TV.

The hero video sees a number of Bentley owners in a lift, asking each other ‘How do you Bentley’, and opens the door to a variety of ‘Bentley Worlds’.

Bentley claims the repositioning aims to target Gen B – ‘A generation that transcends time, race and gender… comprised of new and existing customers, fans of the brand and colleagues – all united by their common mindset to challenge the status quo, push the boundaries of luxury and explore the world of tomorrow’.

We’re impressed by the female-led ad, which features women in the opening sequence and more women than men in the ad. The opening could be reflective of any premium women’s lifestyle brand, before Bentley is introduced later in the ad. With women increasingly in higher-paid positions, and with research showing women are often the key decision-maker when purchasing a new car, it’s refreshing to see an automotive ad which takes into consideration women and their lifestyles.

Bravo Bentley!

We’re impressed by the female-led ad… research shows that women are often the key decision-maker when purchasing a new car. Bravo Bentley!

Get Ready to be ‘Obsauced’

Ready for the latest saucy offering from Heinz?

The brand has released its latest product ‘Every Sauce’, which combines 14 Heinz favourites, from Burger Sauce to Truffle Mayo and Curry Ketchup!

The campaign claims to be for the ‘truly obsauced’ and includes a competition on the Heinz website to find the UK’s most ‘obsauced’ people, who have the chance to win one of 100 limited edition bottles.

A bit of a gimmick? Maybe, but it’s sure to grab attention and ties into the nation’s obsession with sauce and the lengths people will go to for their favourite bottle of Heinz – and what better way than to combine them all together?!

We haven’t tried it yet but you can check out some of our favourite sauces (including Heinz) on the ‘Real Sauce’ section of our website.

For me, it’s a pass (I’ll leave it to some of the stronger stomachs on the Awesomesauce team to check this out!) – but it’s a win on the marketing front and ties nicely into Heinz’s existing brand platform ‘It has to be Heinz’.

A bit of a gimmick? Maybe, but it’s sure to grab attention…it’s a win on the marketing front and ties nicely into Heinz’s existing brand platform ‘It has to be Heinz’.

‘Don’t Delay’ This Sarcoma Awareness Month

Our final campaign for this week is for Sarcoma Awareness Month, from Sarcoma UK and a little (but mighty!) agency called… Awesomesauce Marketing. Now we don’t often blow our own trumpet but bear with us because we’re really proud of this one and it’s an important cause.

We first partnered with Sarcoma UK for last year’s Sarcoma Awareness Month, (check out our ‘Does Size Matter?’ campaign here), and we were honoured to be asked to create a campaign again this year.

This year’s campaign focuses on the number of days to diagnosis, to emphasise the critical need for early detection and understanding of this rare cancer. Our ‘Don’t Delay’ campaign will highlight the journeys of inspiring individuals who have shared their experiences from initial symptoms to diagnosis, aiming to raise awareness about sarcoma and highlight the importance of early detection.

The campaign will feature across social media and on impactful OOH placements across the country which show real sarcoma patients and their number of days to diagnosis.

It’s a cause close to our hearts and we hope the campaign will have an impact, raise awareness and reduce the number of days patients wait for a diagnosis. Check it out here on the Sarcoma UK Instagram page.

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Contact us on hello@awesomesaucemarketing.co.uk to find out how we can support your business with a client-centred marketing approach – building trust and loyalty.

You can check out previous editions of ‘The Sauce’ here.

Brought to you by Awesomesauce Marketing – a full-service marketing agency serving UK and international clients.