Risk It For The Brisket

For three months it had quietly outsold the Café de Vili’s classics. The craving was real; the flavour just hadn’t been let loose. Our job was to turn an in-store favourite into a flavour South Australia couldn’t ignore.

The challenge was the category itself. Pies are bought on autopilot – hot, cheap, familiar. A new flavour with no noise is invisible, even a proven one. Awareness wouldn’t cut it; we had to interrupt the habit.

The insight: breaking autopilot takes a moment of permission – a nudge to skip the safe pick. So, we championed the tiny act of bravery at the warmer and gave it a rallying cry: Risk It For The BBQ Brisket.

With a tight budget, we told one idea well across every channel rather than spreading thin. Each line met the audience in their exact moment – the servo dash, the half-time sprint, the bus-stop call – and made defaulting to pepper steak feel like a small personal failure. It rolled out in three phases across radio, film, OOH, retail POS, social and on-field activations with Port Adelaide and the SANFL.