Crucials

Bringing the Heat to the Streets

Overview

Making a saucy entrance in Birmingham

For our first campaign with The Crucial Sauce Company, we wanted to make an entrance. JAA took the brand to the heart of Birmingham with Saucy — a bold, multi-channel launch combining high-impact OOH, real-world activation and social. The idea was simple: put Crucials wherever sauce lovers were most likely to notice, taste and talk about it.

The Real Problem

How do you make a new campaign something people experience

Crucials needed to stand out in a busy food category while bringing its bold personality to life. Rather than rely on advertising alone, we connected media with the places where people were already buying and eating the food Crucials belongs with.

A bold red “Crucials” banner appears on an orange background above three bottles labeled spicy mayo, yoghurt mint, and garlic mayo. The design feels bright and playful.

The Trait

A bold brand deserves bold media

Crucials has flavour, personality and attitude built in. We leaned into it – creating a city takeover that got the brand seen on the street, experienced at the point of eating and amplified through social.

The Strategy

Own the moments where sauce matters

Birmingham became our playground. We connected high-impact city-centre media with placements around chicken shops and Tesco Extra stores, then took the brand inside independent takeaways – creating multiple encounters rather than one fleeting impression.

The Tactics

From the Bullring to the takeaway box

Crucials appeared across 200 OOH locations, including two standout Bullring billboards. We took the idea closer to the eating occasion with 35,000 branded takeaway boxes and sauces in independent chicken shops, supported by paid and organic social.

Results

Our first campaign together came out hot

The launch took Crucials across Birmingham, connecting high-impact media with the places where people actually buy, eat and enjoy sauce.

200

OOH locations across Birmingham

35k

Crucials-branded takeaway boxes distributed

2

Standout Bullring billboard locations

1

Joined-up launch across OOH, activation and social

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+44 (0)20 7439 6070

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