Blue Dragon, the leading brand in sweet chilli sauce with a 47% market share and a 15% year-on-year value growth, has unveiled its latest UK-wide campaign: “Small Squeeze, Big Difference.” This new marketing initiative aims to position Blue Dragon Sweet Chilli Sauce as a versatile condiment suitable for all types of meals.
The campaign, developed by Manifest, features two dynamic films directed by award-winning director Jamie Maule-Ffinch, known for his work with Virgin, McDonald’s, Hasbro, Wayfair, and Ford. The 15-second films capture familiar family dinner moments with a twist, showcasing how a small squeeze of Blue Dragon Sweet Chilli Sauce can add an exciting kick to any meal.
“Small Squeeze, Big Difference” seeks to shift perceptions of Blue Dragon Sweet Chilli Sauce from being just an ingredient for Asian cuisine to a beloved condiment that belongs alongside ketchup and mayonnaise on every dinner table. The campaign aims to make Blue Dragon Sweet Chilli Sauce a staple in households across the UK.
The campaign will be featured across Instagram, Facebook, YouTube, and digital display ads, as well as out-of-home advertisements in Chicken Shop locations, also created by Manifest. Additionally, consumers can sample the sauce at 38 Chicken Valley shops in London in the coming weeks. Media planning and buying for the campaign have been managed by the7stars.
Rowena Vithlani, Managing Director at Manifest, commented, “Working with Blue Dragon on its first brand campaign has been an incredible journey. It requires trust, collaboration, and bold creativity, all of which are at the heart of our approach. We hope ‘Small Squeeze, Big Difference’ reflects this and encourages everyone to embrace Blue Dragon Sweet Chilli Sauce as a kitchen staple.”
Simon Bayliss, Head of Condiments at Blue Dragon, added, “We are thrilled to partner with Manifest and the7stars for this campaign. Condiments are essential at dinner tables across the country, and we hope this film highlights the special place Blue Dragon Sweet Chilli Sauce can have. With a 13% increase in sales this year, we are excited to continue making an impact in the condiment aisle.”
