Tracklements

Tracklements make top-notch condiments in the heart of Wiltshire. I’d written for them years ago at big fish®, but the brand had evolved and, in 2020, they asked me to help sharpen their positioning.

They wanted a short, memorable line that summed up why they exist, what they stand for and what they bring to the table – one that would work both externally (as an emotional reason to believe and buy) and internally (as a guiding principle for the business).

I came up with “The life and soul of the pantry.” Five words that, to me, captured the warmth, generosity and exuberant spirit of this much-loved British brand.

Strapline | Copywriting

Design: big fish®

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Vintage-style logo featuring a sailor with a beard and mustache, standing on a boat, holding a large sign that says 'Tracklements'. Circular border with the text 'The life & soul of the party & the salt of the earth & the reason for the season' surro
Text describing a spicy sauce made from habanero chili, tomatoes, onions, lime, and tamarind, suitable for dipping chips or chicken wings.
Illustration of a droplet with a face, holding a stick and appears to be sad, and a jar of chutney with a face, wrapped in cloth, looking downcast. Text promoting the website www.tracklements.co.uk about the joys of condiments and recipe ideas.
Illustration of two anthropomorphic yellow tomatoes with faces and arms, one offering a plate of tomato slices to the other. The background is textured yellow.
Definition of 'Tracklement' with pronunciation and description in vintage style font.
Pink textured background with black text describing a magical trio of tracklements used for dishes like fishcakes and tacos.