Frank's Red Hot

Challenge

Hot sauce is a saturated category and Frank’s Red Hot was losing market share to boutique manufacturers.

Strategy and Tactics

When it comes to hot sauce, men rule and what better way to get to them than through a sporting event like the Molson Indy? From a number of perspectives, the event had all the ingredients to make it the mecca for a hot sauce taste trial: a population of over 180,000 attending the three-day event, a built-in media presence, and concession stands serving food just crying out to be pumped up by Frank’s.

Results

In two, three-day weekends, FCC was able to turn up the heat and re-establish men’s preference for Frank’s Red Hot. Hot cars, hot women, hot sauce – Indy proved to be a haven for hotheads and Frank’s resulting in an 8% overall increase in Canadian sales.

Frank's Red Hot

© 2015 Faye Clack Communications. All rights reserved.
All photos and recipes are original creations of Faye Clack Communications.

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