F. Whitlock & Sons challenge men to cook their other killer dish in a new campaign via Us&Co

Earlier this year, F. Whitlock & Sons, a key brand within Cerebos Greggs, moved its business to Us&Co opting for a digitally-led brand approach. Based on the insight all men think they have one dish they do really well, the result is a campaign fronted by funny-man Tammy Davis that challenges men to break their weekly repertoire and master their other killer dish.

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Says Mike Felix, creative director, Us&Co: “The truth is there are some things that are impressive for a man to know, but not for a man to be seen learning. Riding a motorbike, playing chess, learning a language or even learning how to play the piano. But the reality is you’d never be caught going to piano classes.

“And cooking is one of those things. Research suggested men are eager to look good at whatever they do, but are less enthusiastic to put in the time to be good at it. Now with the help of Killer Sauces they can master their other killer dish without having to learn it.”

Says Andre Gargiulo, country manager, Cerebos Greggs New Zealand: “We were looking for revolution not evolution for F. Whitlock & Sons and with Us&Co we hit the digital jackpot. Strategically, creatively and as a partner to work with on a day-to-day basis my team cannot rave about them enough.

“Great partnerships are commercially critical, with this team onboard our future is looking incredibly bright. The creative result speaks for itself. Sensational.”

Us&Co teamed up with Miki Magasiva from Curious to create the content and partnered with indie media agency MBM to launch the campaign across key digital platforms.

Founded in 2012 by James Polhill and Jose Alomajan, Us&Co is a creative agency for a digital culture. For more information visit www.usandco.co.nz.