Fountain sauce teams up with AFL for seasonal packaging design

Iconic Australian sauce brand Fountain has teamed up with the AFL to bring consumers limited edition packaging for their tomato sauce bottles. 

Fountain tomato sauce bottles are ditching the traditional image of tomatoes on a green background and will instead be dressed in one of 18 footy jerseys.

Cerebos marketing manager Duncan Knight says, “Watching the AFL at home with a pie is practically an Aussie institution.”

“Fountain is one of Australia’s most loved sauce brands, so we are delighted to be there alongside Aussie footy fans leading up to the Toyota AFL Finals series 2015.”

AFL general manager commercial operations Darren Birch says, “Fans can share in the finals fever and get behind their favourite club through this great partnership.”

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Consumers will be able to buy the collectable tomato sauce in support of their favourite footy teams in the lead up to finals season. The newly dressed bottles are available this week exclusively from Woolworths stores around the country.

Although Fountain isn’t a corporate partner with the AFL, Woolworths is one of the official partners. Woolworths replaced Coles as a sponsor earlier this year and is now the ‘official milk of the AFL’.

Despite its ever growing list of products, this is Fountain’s first bottle promotion partnership. Fountain Sauces started with the tomato sauce in 1906, branching into a range of barbecue and steak sauces in the 1960s.

However, this isn’t the first time that the AFL have been a part of something like this. In 2011, Smiths Chips released a number of limited edition flavours including tomato sauce and Vegemite to commemorate the footy season.

McDonald’s, as the AFL’s official restaurant, is selling limited edition Sherrin footballs. Toyota, the AFL’s premier partner, holds a raffle to support local clubs around the country.

BY Peta Short ON 20 August 2015