The Fork That Sauces

About 100 Years ago, Nestlé condiment brand Thomy invented the aluminum sauce tube. Since then, Thomy mustard has become a staple in German households. But in what’s become a commoditized category, Thomy has seen a decline in brand presence among Millennial and GenZ audiences.

So to rejuvenate the brand, we had to think outside of traditional advertising.

Enter: The Saurk, a fork that sauces.

The unique twist-on fork top with a strategically placed hole screws exclusively onto Thomy. It completely reinvents the Thomy user experience (and eating in general) while honoring the heritage of the brand’s iconic tube.

Truth Well Told: The Saurk thoroughly embraced Thomy’s heritage while giving a new generation of consumers a reason to love and talk about the brand. It spread joy, disrupted the category, drove engagement and achieved tremendous commercial success. Thomy saw a 38% increase in volume of sales, 40% increase in value of sales, demand in 129 countries and 340M reach in social media.