To celebrate the launch of Blue Dragon’s new squeezable bottle for it’s famous sweet chilli sauce, our advertising campaign focused on a family livening up their dinnertime with a bit of sweet heat.
Aiming to be the ‘third bottle’ on the table to satisfy your condiment fix, the aim of this campaign is to educate audiences to try the product in a new way - on your chicken goujons, fish fingers, or bacon sandwiches.
Our challenge is to reposition the well-known Asian cooking ingredient as a condiment to help earn its spot on the dinner table next to firm favourites, ketchup and mayonnaise.
So, we brought to life how one small squeeze can create a big, delicious difference to the everyday meal time through film.
After gathering insight from the brand on our target consumer, their eating habits, and their current feelings towards mealtimes, we built a strategy that would lead us to our rich creative platform. Small Squeeze, Big Difference was born from the notion that people can elevate the same foods and meal occasions they love with one simple addition.
This inspired a concept for a suite of films set at a very familiar family dinner table. Dynamic camera movements and interactions with the family members enhance the film and drive intrigue for the product in this particular use case.
15 and 6-second spots were strategically deployed across Meta platforms, while customised versions were shared on YouTube and Nano. We then expanded our reach beyond digital channels, including animated displays throughout London’s Chicken Shops, maximising brand visibility and engagement.
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