Frank's RedHot

Challenge

Frank’s RedHot® was looking for a way to evolve their campaign, Ethel and her catch phrase “I put that  on Everything” while driving market penetration with key retailers and ultimately drive consumer sales.

Solution

ADROC created, #IPTSOE a multi-channel activation campaign including seasonal retail and food service promotions that would create assets to be used for future programming and marketing. Using a 360° approach, with PR, social media, in-store marketing materials and experiential experiences Frank’s RedHot® was able to engage with consumers and position the brand as the brand of key purchasing seasons. At the core of the program, was a consumer overlay rewarding consumers for engaging in the identified channels and producing valuable content which allowed Frank’s RedHot® to amplify their reach during the activations.

Results

During the first key Super Bowl season the program was implemented, Frank’s RedHot® saw a 25% sales lift in key cities and a 9% growth nationally. Catapulting the brand to the number one hot sauce in US retail, food service and Canada.