Bob's Your Uncle

Osmow’s “Hooked on the Sauce”

When your garlic sauce is so good it becomes the main character.

For Osmow’s Shawarma, the most powerful brand asset isn’t a mascot or a jingle – it’s the garlic sauce fans drive across town to get. The “Hooked on the Sauce” campaign leans all the way into that obsession, following a superfan who insists he can stop any time… while putting the sauce on everything from turkey dinner to his toothbrush.

Coverage

Ad Age – “Creative ads you need to know today”
URL: https://adage.com/article/creativity/creative-ads-today-abarth-coca-cola-patreon-rhone-samsung-white-ribbon/2590836

“Osmow’s Shawarma: The restaurant chain’s new campaign focuses on its popular Garlic Sauce—which is so good that you’ll be sneaking it in all sorts of inappropriate moments, according to a comic spot. Toronto-based creative agency Bob’s Your Uncle created the work…”

Campaign – “Osmow's explains why it can be habit forming in latest awareness campaign”
URL: https://www.campaigncanada.ca/article/osmow-s-explains-why-it-can-be-habit-forming-in-latest-awareness-campaign/4s6tar9thjyr7ysx65r0zeaext

“‘Hooked on the Sauce,’ a new ad promoting the shawarma chain that revolves around one of its signature items: Its garlic sauce.”

“Osmow’s garlic sauce is arguably its most distinctive brand asset, with people raving about it online… It’s more than a sauce; it’s a ‘culinary marvel.’”

“The 30-second spot leans into the brand’s signature humour while promoting one of its most ownable assets.”

“We’re taking it to the extreme based on social sentiment from our customers… That addiction runs deep, and once somebody has a taste for it, they want more and more of it.” – Marina Baric, VP Marketing, Osmow’s.

“The finished creative was built on a simple concept… make them salivate and make them laugh.” – Bob Froese, Founder & CCO, Bob’s Your Uncle.

Why This Matters

“Hooked on the Sauce” is a textbook example of Bob’s Your Uncle’s approach to QSR and food branding:

Start with a real social insight (people joking that the sauce is “crack”).
Turn it into a simple, repeatable brand line with endless legs.
Use humour and human behaviour to make a product benefit feel emotional and memorable.

Link to Full Case & Video

https://www.bobsyouruncle.com/work/olivieri