GET ON THE SAUCE

Baxter’s Original had built a loyal following with its premium BBQ sauces, but its brand identity had limited ability to scale in a competitive supermarket environment. The packaging, while familiar to existing customers, blended into the category, making it harder to attract new buyers and justify a premium price point.

Additionally, the brand name “Baxter’s Original” carried strong local recognition but faced challenges in differentiation and potential expansion beyond domestic markets. To thrive at scale, the brand needed to evolve—retaining its essence while making a stronger impact at retail.

Recognising the competitive nature of the FMCG world, Baxter’s Original partnered with BlueOcean Agency for a full brand transformation and campaign execution, backed by Supplier Collaboration Project (SCP)—the retail expansion experts who know how to get a product “sending it” off the shelves.

Baxter’s Original set its sights on supermarket domination (or at least securing prime shelf space). The plan? Create an irresistible brand experience—one that has retailers and foodies alike reaching for the sauce. This meant:

• Standing out in a competitive supermarket category where BBQ sauces battle for attention.
• Winning over supermarket Category Managers, proving the brand could distribute its bold, saucy charm at scale.
• Building consumer demand at the point of purchase, ensuring shoppers could spot it, grab it, and come back for more.

BlueOcean, Supplier Collaboration Project, and Baxter’s Original teamed up to transform the brand into GET ON THE SAUCE—bold, distinct, and built for supermarket success.

BRAND POSITIONING

Rather than competing on tradition, Baxter’s Original positioned itself as the BBQ sauce with personality. The new brand embraced a social, playful, and unfiltered energy, making it more than a product—it became an invitation to fire up the grill and enjoy the moment. The tagline "GET ON THE SAUCE" was elevated from a slogan to core brand identity, ensuring strong brand recall and differentiation.

DISTINCTIVENESS & DIFFERENTIATION

To break through supermarket clutter, GET ON THE SAUCE embraced a visually striking, high-contrast identity. A refined suite of brand assets ensure consistency and longevity:

• Word Mark: Large, bold, and loud word mark identity—designed for instant shelf recognition.
• Colour Palette: Vibrant, energetic, and designed to command attention.
• Character: Vital link between past brand equity and future growth, while reinforcing uniqueness in a crowded category.
• Packaging: Bold layout that validated a premium price point while enhancing shelf standout and consumer recall.
• Copywriting: Confident, cheeky, and conversational — designed to connect through social moments that trigger category entry.

SUPPLIER COLLABORATION PROJECT

GET ON THE SAUCE wasn’t just about good branding — it needed B2B retail strategy to unlock supermarket distribution. Enter Jayden Kilpatrick at Supplier Collaboration Project (SCP), the industry insiders who know exactly how to get a product distributed.

SCP helped the brand:

• Secure key retailer relationships, fast-tracking supermarket adoption.
• Master compliance and merchandising, making the product launch seamlessly.
• Roll out a structured distribution strategy, ensuring it meets increasing demand while keeping quality top-notch.

CREATING CONSUMER DEMAND

Supermarkets love a product that sells itself, so BlueOcean cooked up endearing marketing campaign to put GET ON THE SAUCE front of mind in everyday situations, centred around an invitation to enjoy good food with good people.

“Shall we?” — a resolve to a campaign that ultimately leads to “getting on the sauce” — positions the sauce as more than just a condiment, but the secret ingredient to casuals hangs that linger on.

The campaign was designed to zero in on key retail locations, ensuring that potential buyers know where to find the sauce. Rather than just creating buzz, the campaign focused on turning digital engagement into real-world purchases, by combining geo-targeting, audience insights, and luring creative.

"With SCP and BlueOcean, we saw resounding results in a very short period. Sales are rising rapidly, and we now have a fresh rebrand and campaign in market. SCP’s deep industry knowledge and BlueOcean’s branding expertise have given us the confidence and tools to scale and meet the growing demand."

Berrin Moody
Managing Director, GET ON THE SAUCE