After tremendous success of the major league baseball program, Spitball was tasked to take Cholula to the next level by unifying the brand through a national brand campaign.
Despite working on Cholula for years, we still dove deep into research and carved a strategic and creative platform that leaned heavily into what made Cholula stand apart in the hot sauce category. It’s generations-old recipe, unique flavor-first peppers and authentic recipe makes Cholula more flavorful than other hot sauces. This distinctive brand attribute paved the way to Uncap Real Flavor, an invitation to discover what hot sauce was intended to do – add flavor to your food while tickling your tastebuds.
The messaging platform was reinforced with a brand look and feel that resembled hand-crafted restaurant chalk signs coupled with wood textures to play into the brand’s iconic wooden cap. The chalk on slate visuals created a unique look for the brand but also acted as a versatile canvas for a plethora of marketing and communication allowing the brand to define their consistent image but also be opportunistic in developing custom, on-the-fly materials.
After the initial campaign launch and communicating consumers’ authentic love for the brand, we looked to inspire creative concoctions to further drive sales growth. Mashup spots were created to entice trial by mixing with familiar condiments and dips, as well as peppering onto delicious plates of favorite foods.
Social media content development was key for Cholula to not only drive loyalty to their current consumers but increase awareness to new hot sauce users. A robust calendar of content focused on food and everyday events helped leverage various brand assets. All of the chalk art was hand done by the agency to reinforce the artisan craftsmanship of the brand.
