About Geo Watkins

Geo Watkins is a historic British condiment brand founded by George Watkins in 1830. The brand is famous for keeping traditional, Victorian-era culinary staples alive. Unlike modern thick, sweet table condiments, Geo Watkins sauces are thin, highly concentrated liquid seasonings used primarily by chefs and home cooks to inject powerful umami depth into dishes.

The Brief

The brief was to create a flavour-led TV commercial for Geo Watkins, focusing on its hero product, Mushroom Ketchup. The campaign needed to build awareness of the sauce as a versatile kitchen cupboard essential, showing how it can elevate everyday dishes from toasties and BBQ sauces to ramen and home-cooked recipes. With a target audience of food lovers, confident cooks and flavour adventurers, the advert was designed to position Geo Watkins as a distinctive, characterful brand for people who want to add more depth, umami and personality to their food.

The Result

The response to the TV activity was positive and the client was pleased with the outcome. The campaign helped support wider awareness of Mushroom Ketchup as a distinctive and versatile cooking ingredient, while giving the brand confidence in television as a valuable channel for reaching food lovers and adventurous home cooks. Following the campaign, Geo Watkins began planning further TV activity with us, indicating that the initial broadcast delivered a strong enough response to support continued investment.