Woods – Relish Every Bite
Author
Sophie Moon
For years, Wood’s Tomato Relish has quietly earned its place in some of Melbourne’s best cafes and restaurants. You would have eaten it a hundred times. The quiet hero on every sandwich in the best cafes in Melbourne. Laden with a slightly peppery kick, warm spices and the legendary taste of sun-kissed Aussie-grown tomatoes, it’s a relish that tastes just like a homemade staple. With a recipe that finds it origins in the handmade kitchens of Nonna’s at Preston market, Wood’s Relish is still made with the same original ingredients and the same epic flavour.
Intro Relish Every Bite — a social campaign with a simple brief. To get some of Melbourne’s favourite burger chefs to make some seriously great burgers, and to hero Wood’s Tomato Relish in the process. A campaign with a story built around Melbourne’s best burger spots and the people that run them. No frills, just a few days slinging great burgers, with great conversation, real chefs, and burgers you can eat with both hands.
The goal was to highlight the relish for the foodservice staple it is, bring some tubs into the spotlight and show the chefs using the product with bespoke burger recipes. So we hit up some friends and spent the day in their restaurants, talking about what makes a great burger, why they love Wood’s relish, and any other burger-related questions we could think of. We kept things casual. Rolled in with a camera, asked a few questions, and let the chefs do their thing.
The result? Reels, stories, and snackable content that felt more like a good chat than a branded campaign. Each chef brought their own approach, but there was one thing in common. A big, unapologetic dollop of Wood’s Tomato Relish on every burger.
Raphael Exton-Pery from Jolly Good
Slinging burgers in his retro diner from early till late every night.
Raph knows a thing or two about Melbourne’s burger scene and what it takes to please the masses.
Atma Yandiguna from Operator Diner
A retro diner with a rep for maple hot cakes and stacked burgers with crispy french fries.
Jimmy Hurlston from Easey’s
Jimmy wrote the book on burgers, has amassed a loyal cult following
and lifted a train onto the roof of a building in Collingwood to serve burgers in.
The literal king of burgers.
We had a great time talking to all three of them and throughout the shoots the chefs all said the same thing when it came to the relish – “If they were making a tomato relish themselves, it would taste just like this. Home-style flavour, that peppery little kick, the added bonus of tomatoes year-round. It just works and goes great on burgers.”
For Atollon, it was a chance to show that marketing doesn’t have to feel like a sales pitch. You just need a product worth talking about, a few legends to back it up, and the good sense to get out of the way. And lucky for us – we got to eat the best burgers in Melbourne along the way. Big thanks to Edlyn and Wood’s for letting us run wild. This campaign didn’t just look good. It engaged with people who care about burger culture and felt like something people actually wanted to watch. High engagement, great content, stacks of fun, laden with relish.
Photography Sarah Pannell
Video Dynamic Visuals (Kieren Barber Wilson)
Producer Sophie Moon
Creative Director Tim Meyer
Motion + Socials Indri Azzahra
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