SAUCY DEVIL
Premier Foods and Cluedo partnership
PROJECT
Cluedo x Cooking Sauces
CLIENT
Premier Foods & Hasbro
SKILLS
Insight & strategy
concepting
key art
retail
motion
campaign management
OVERVIEW
Celebrating the launch of Cluedo’s new character “Chef White”, we developed a compelling creative story around “Who Stole the Recipe”, asking consumers to find the thief for a chance to win amazing prizes.
THE BRIEF
How do you take three classic cooking sauce brands and make them the talk of dinner tables nationwide? Premier Foods wanted a campaign that could spark intrigue, drive sales, and make mealtimes feel like a mystery worth solving. Enter Cluedo – the perfect partner to turn cooking into a game of “whodunnit.”
WHO'S HUNGRY?
THE BIG IDEA
WHO STOLE THE RECIPE?
We transformed mealtimes into a playful investigation, inviting shoppers to solve a culinary crime for the chance to win a trip to New York. The campaign paired Lloyd Grossman, Sharwoods, and Homepride sauces with the iconic Cluedo brand to create an irresistible on-shelf story.
-
On-Pack Activation: A bold 3-for-£5 offer featuring Cluedo characters sparked curiosity in-store.
-
Digital Experience: Shoppers scanned a QR code to uncover clues, solve the mystery, and secure their competition entry.
-
Multi-Brand Reach: Three beloved sauces, one killer campaign – reaching millions of family dinner tables.
DINNER IS SERVED
We built a world of suspense and excitement around mealtime:
-
Interactive online clues to bring families together.
-
Eye-catching POS that made shoppers stop, look, and play.
-
A brand partnership that elevated everyday sauces into a nationwide game night.
RECIPE FOR SUCCESS
WHAT'S COOKING GOOD LOOKING
The campaign was a hit, earning 83,000 competition entries and winning Best Licensed Food or Drink Product at The Licensing Awards. Premier Foods saw standout engagement, increased product trial, and a unique moment of fun that only a Cluedo collaboration could deliver.
83K COMPETITION ENTRIES
19%
COMPETITION ENTRIES
ACCESSING THE
BIGGEST RETALERS
TESCO
1.16BN
STORE VISITS
PER YEAR
TESCO
1.16BN
STORE VISITS
PER YEAR
&
1.16BN
STORE VISITS
PER YEAR
