Fab new Cubaka film shows Virgin staff are brand’s ‘Secret Sauce’


A video named “Virgin’s Secret Sauce” showcases British multinational Virgin‘s unsung heroes and celebrates the dedication and passion of its people and was developed by Cubaka and Virgin’s social media team.

Virgin boss Sir Richard Branson called their Secret Sauce campaign for Virgin ‘delightful’ and ‘brilliant’

The Secret Sauce campaign puts a welcome twist on the traditional employee testimonial video.

Virgin people

Cubaka’s brief was to promote Virgin as a great employer brand. In the video, employees enter a studio expecting to be interviewed about what makes working at Virgin so great.

Instead, they’re surprised with a personalised song about why they are such brilliant employees. Dancers perform around them, turning it into a superstar moment and celebrating what makes each employee unique.

Writing on his personal LinkedIn page, Branson said “I smile every time I watch it”.

The video was conceived, written, produced and directed by Cubaka alongside production partner, Double Dice Films.

At the heart of it is one incredibly catchy song written and performed in-house by creative Teia Fregona and co-produced with Stefan Abingdon.

The campaign was launched on Virgin’s social media channels last week, with Sir Richard Branson sharing it on his personal LinkedIn page soon after.

Nikki Humphrey, Virgin Group Chief People Officer, said: “For more than fifty years, Virgin has become known for recognising the greatest asset of any business is its people, and Secret Sauce celebrates just that.

“Virgin’s people are what sets Virgin apart, and the reason why so many of our customers choose to fly with us, bank with us, exercise with us, and more.

“It is wonderful to celebrate just a few of Virgin’s many unsung heroes in this way.”

Teia Fregona, Cubaka creative, said: “Myself and Creative Director, Oliver Honess, knew we wanted to do something different, so we turned a typical recruitment video on its head and said: let’s sing the praises of our employees instead of asking them to sing the praises of Virgin!

“So we created an uplifting track with an effortless commercial pop feel”.

Nadine Danielle Lee, Account Director at Cubaka, said: “What started as a standard recruitment video turned into something magical, showcasing Virgin’s ‘secret sauce’ with a hefty dash of ours.”

Simon Rutherford, Managing Director of Cubaka, said: “This is just the sort of work we live for at Cubaka. Creative, meaningful and demonstrates the overwhelming talents of the team.

“I’m so proud of the reception the work has received and cannot wait to see what they come up with next.”

Cubaka has worked closely with Virgin companies for over 10 years. Past projects include developing the social media tone of voice for Virgin Trains, which saw them through to the end of the franchise where Cubaka made sure it went out with a bang, conceiving and producing their farewell campaign ‘The Final Whistle’ featuring Mr Blobby, Barry from Eastenders and Chris Kamara.

Recent projects span social media strategies for Virgin Red, refreshing Virgin’s masterbrand tone of voice, and producing content and campaigns across many Virgin brands.

Cubaka is a full service social media agency specialising in social media strategy, content ideation and production, copywriting, paid media planning and buying, influencer marketing and community management.

Its client roster includes Linda McCartney Foods, Mattel, Hillarys Blinds, Toyota / Lexus and National Grid.

It joined the Brandwidth Group – part of Next 15 Group – in 2023.