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CHOLULA HOT SAUCE

FLAMETHROWER MLB SPONSORSHIP

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SO THE STORY GOES...

Following a less that stellar media partner meeting, we gathered in Chelsea Market and started spitballin' over lunch. Knowing that Cholula indexed high with baseball fans, it was pure fate when we saw MLB.com was in the same building. Soon after, we arrived at the idea of a Cholula Flamethrower program. The next day we were on the phone with NY Mets and Boston Red Sox to negotiate inventive brand integrations. The campaign was well on its way to the Hall of Fame.

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Take Me Out To The Ball Game

Spitball carefully scouted the stadiums of each MLB partner to secure the best placements and also also draft new opportunities. Behind home plate and baseline signage, LED animations, concord signage, scoreboard digital displays, batting cages, outfield wall banners and radar guns all helped bring the brand to life for those in attendance as well as those watching the broadcast. The in-stadium experience was supplemented by a complete in-game integration with the television partners including opening billboards, sponsored segments and the highly successful Cholula Flamethrower feature.

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7th InningStretch

A key component of the program was to generate trial. Not only did Spitball secure product placement at each concession stand, demoting ketchup and mustard to the minors, but also landed in luxury suites and clubs around the stadiums. We also worked with their food service partners to create unique Cholula menu items. The Cholula Tater Hots were a home run in Chicago, the Flamethrower chicken tenders was a star in NY and the Chicken Sandwich in Washington, DC was out of the park good.

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Thousands of Caps on the Wall

Spitball looked to take the program to the next deck by creating a completely branded space for the Texas Rangers, The Cholula Porch. With such an impressive club it was important to create a bonafide star that “wood” stand generate buzz. Spitball architected the Cholula Cap Wall which was constructed using thousands authentic Cholula bottle caps. Fans loved it and would snap, tweet and share photos to help expand Cholula’s exposure.

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800% RETURN ON INVESTMENT

Cholula was able to achieve an 800% ROI compared to a standard TV media buy. Measured by Repucom, these numbers capture the exposure a brand gains during game broadcasts. These do not even include the eyeballs gained by those in-stadium!

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FROM SEVENTH
TO THIRD IN MARKET SHARE

The brand shot to stardom during life of the MLB program. When Spitball was signed as Cholua’s agency, the brand was number seven in the intensely competitive hot sauce category. Spitball helped take Cholula to number three, just behind the category behemoths with just a fraction of the budget.

“Spitball identified and created a platform to increase brand awareness through partnering with regional MLB teams. Not only did they expertly negotiate all deals but their hands on approach to maximizing the programs aided in increasing brand recognition and trial.

~ KEN JANSO
CHOLULA, DIRECTOR OF SALES