RESCUE by J. Walter Thompson Singapore for CHOLULA INTERNATIONAL

RESCUE

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Industry Sauces
Media Design & Branding
Market Singapore
Agency J. Walter Thompson Singapore
Regional Executive Creative Director Tay Guan Hin
Executive Creative Director Ali Shabaz
Creative Director Koh Hwee Peng
Art Director Tay Kok Wei
Copywriter Gao Yuanheng
Producer Abby Glassfield
Illustrator Robert Hunter
Released April 2010

Credits & Description

Category: Posters
Advertiser: CHOLULA INTERNATIONAL
Product/Service: CHOLULA SAUCE
Agency: JWT
Date of First Appearance: Apr 5 2010 12:00AM
Entrant Company: JWT, Singapore, SINGAPORE
Regional Executive Creative Director: Tay Guan Hin (JWT Singapore)
Creative Director: Koh Hwee Peng (JWT Singapore)
Art Director: Tay Kok Wei (JWT Singapore)
Copywriter: Gao Yuanheng (JWT Singapore)
Illustrator: Robert Hunter
Producer: Abby Glassfield
Production Manager: Neo Kian Heng (JWT Singapore)
Account Executive: Karan Dang (JWT Singapore)
Executive Creative Director: Ali Shabaz (ex-JWT Singapore)
Media placement: Poster - In-Store - 05/04/2010

Describe the challenges and key objectives
Owing to hectic schedules, many non-professional cooks do not have the time to devote themselves to the art of cooking. They often have an average opinion of their food, and often look for ways to make it taste better. Our objective was to make Cholula Hot Sauce indispensable at the dinner table and demonstrate that anything can taste supremely good with it.

Describe the brief from the client
Design point-of-sale posters that demonstrate how Cholula Hot Sauce can make ordinary everyday food taste supremely good.

Describe how you arrived at the final design
Most condiment advertising often focuses on making great food (whipped up by gourmet chefs) taste even better. We wanted an approach that was more relevant, insightful, and humourous. Hence the idea of 'rescuing food'. We turned this into a visual pun, demonstrating how Cholula Hot Sauce literally rescues animals (food sources) from perilous situations. For a more quirky feel, we decided to use illustrations.

Give some indication of how successful the outcome was in the market
The in-store campaign achieved outstanding product recall and increased sales of Cholula Hot Sauce by almost 150%. Consumers loved the fresh and funny approach to condiment advertising and some returned to request for the posters. This helped the store to achieve even higher sales than usual.