Owning up to the secret
Every family has secrets. But the secret recipe might be the greatest of all.
The dish everyone remembers. The ingredient nobody quite gives away. The recipe passed down, guarded closely and given a value far beyond what’s written on the page.
Great food is exciting. It’s made to be shared.
But the herbs and spices sector is surprisingly bland.
Bart’s distribution was growing, putting the brand shoulder-to-shoulder with some of the biggest names in the category. The problem was awareness hadn’t caught up.
Consumers tend to treat herbs and spices like a commodity. And if they are going to trade up from own label, they’ll usually reach for the name they already know.
So while the rest of the category was serving up the same old tropes, warm kitchens, joyous families and beautifully plated dinners, doing more of the same wasn’t going to cut it.
In a world of beans on toast, we wanted to be a Rogan Josh.
The secret to success
The Secret is Bart turned the classic secret recipe into something mysterious, disruptive and seriously entertaining.
A campaign that lets us tap into the emotional value of food, the meals we love and the strange power recipes have to become family treasures.
Then we pushed that world into the extreme.
Priceless recipes. Hidden clues. Inherited secrets. Family rivalries. Things worth searching for, fighting over and, occasionally, refusing to share.
That gave Bart far more than a campaign.
It gave it a world it could own.
One big enough to stretch across TV, OOH, in-store, digital and whatever comes next.
We led the strategy, concept, scriptwriting and visual direction, with STORM+SHELTER bringing the world to life with film-level production craft.
Because great food has always been about sharing.
But the best recipes are worth keeping secret.
