The brand prides itself on the promise that there are exactly 36 tomatoes in every bottle of All Gold tomato sauce and being proudly South African: therefore, the TVC incorporates English, Afrikaans and Zulu.

The human insight the TVC plays off is that a lot of people hate eating tomatoes but love the taste of tomato sauce. 

The TVC uses the humour that the texture and flavour of All Gold tomato sauce can mask the taste of tomatoes left behind on one’s food.