With Crucials now available nationwide in Tesco, the opportunity was to turn increased availability into increased awareness - building the brand beyond its food-service heartland without losing the culture that made it famous.

Rather than behave like another supermarket sauce brand, we went back to where Crucials belongs: the takeaway.

Built around the playful double meaning of Saucy, the campaign celebrates those gloriously indulgent food moments when things get so saucy, they have to be censored just as they reach peak deliciousness. A simple creative idea rooted in a simple human truth: when it comes to takeaway, it’s all about the sauce.

The campaign rolled out across outdoor, paid social, sponsorship and branded takeaway packaging - delivering +5pts unprompted awareness, +9pts prompted awareness, +8pts familiarity and +6pts brand preference. Proof that getting Saucy gets you noticed.

Just as importantly, the results gave us valuable learning to shape the next phase of bigger, bolder activity. Learning before we leap.