Free association is a mysterious phenomenon.

Today, I wrote and responded to a fictitious creative brief for an imaginary soy sauce brand... and I have no idea why!

This is the fictitious creative brief.

Does Alan Partridge live in my subconscious mind?

As for the ideas, they were all pun-based surprisingly...

1. ROY SAUCE
Customers who are not named Roy are welcome to purchase Roy Sauce but it’s highly likely that they will NOT enjoy it. Roy Hodgson couldn’t get enough of the stuff but his rabbits didn’t like it in their eyes.

2. OI! SAUCE
Don’t you hate it when someone in the office has earphones in and can’t hear you talking to them? Well hate no more! Oi! Sauce is soy sauce that is so flammable that it’s actually gasoline. Petrol bomb your way to the top!

3. DECOY SAUCE
Hey! What’s that?

4. JOY SAUCE
Soy sauce that unhappy people aren’t allowed to buy. Misery might love company but THIS company doesn’t love your misery so fuck off and buy something else.

5. COY SAUCE
What are the ingredients? Nobody knows! There won’t be anything printed on the labels. Ooooh mysterious sauce, I wanna get close to you!

6. SAVOY SAUCE
Same soy sauce... ten times the price!

7. SOY BOY SAUCE
Soy sauce that a boyfriend of Instagram is sent out to get by his influencer girlfriend while she records a make-up tutorial.

8. KILLJOY SAUCE
Soy sauce that’s never in stock. Ever. In fact, it doesn’t even exist. People always want what they can’t have... so let’s not give it to them!

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