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TRUFF: "Can't Get Enough TRUFF"
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Playing off the familiar moment when the waiter says "Say When", grating parmesan cheese over a dish. Do you follow etiquette and take a modest amount, or indulge and really go for it? TRUFF’s line of hot sauces may be premium and elegant, but it's also edgy, approachable, and has a mouthwatering sauce pour that’ll make you stop and stare. In the brand’s take on this relatable and awkward “Say When” moment, two diners are presented with a bottle of TRUFF Hot Sauce and are asked to tell the waiter when to stop pouring.
Fox Den LA comically tells the story with a western inspired take that amplifies the tension, making this "say when" moment feel like a never-ending standoff. An exasperated, sweating waiter pours the luscious sauce over the diners' juicy steak while the main diner relentlessly glares with no sign of backing down. The word "when" is never spoken, driving home the brand's tagline: "You Can't Get Enough TRUFF."
Food Stylist: Judean Sakimoto |
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