MasterFoods Transforms Iconic Tomato Sauce into "Democracy Sauce" for Australian Elections
MasterFoods rebrands its tomato sauce as “Democracy Sauce” for Australia’s federal election, available exclusively at polling stations to celebrate the iconic democracy sausage tradition.
Australian condiment giant MasterFoods is embracing election season with a clever marketing campaign, temporarily rebranding its iconic tomato sauce as "Democracy Sauce" for the upcoming federal election on May 3, 2025.
The limited-edition sauce celebrates Australia's beloved "democracy sausage" tradition – the practice of enjoying a sausage sizzle while voting, which has become an integral part of the Australian electoral experience.
"We're so excited to bring these two Aussie icons together," says Annabel Archer, Marketing Communications Lead at Mars, MasterFoods' parent company. "The democracy sausage is a national tradition, and MasterFoods is the perfect sauce to match."
The campaign capitalizes on MasterFoods' market dominance – Australians consumed a staggering 4.9 million litres (nearly 10 million bottles) of their tomato sauce in 2024 alone, making it the country's most popular tomato sauce.
However, eager sauce enthusiasts won't find Democracy Sauce on supermarket shelves. The special edition will only be available at select polling stations across Australia on election day, creating an exclusive draw for voters already enticed by the tradition of grabbing a snag after casting their ballot.
The campaign was developed by WPP's integrated agency model, The Kitchen, and will run through election day, encouraging Australians to make their democratic experience complete with "a fair squeeze of Democracy Sauce."