Cholula

It’s Not Just Hot Sauce

How we rebranded a hot sauce to achieve the culinary icon status it deserved.

The Challenge

For decades, hot sauce was relegated to a mere checkbox in the foodservice industry. Cholula sought to change that perception by encouraging chefs and operators to embrace its products with the same passion that consumers do.

The Clarity

Cholula’s versatility is unmatched.

The Transformation

“It’s not hot sauce—it’s Cholula!” became the rallying cry of our campaign. The new brand ethos celebrated Cholula as a versatile ingredient with a balanced flavor profile. The iconic upside-down bottle became a metaphor for the perfect punctuation on any dish.

Ads showcased Cholula as more than a hot sauce, putting food at the forefront with bold art direction. Language was both bold and nuanced, reflecting the beloved nature of the sauce. The campaign seamlessly integrated visuals and copy to communicate Cholula’s unique positioning.

A new website for the foodservice audience offered comprehensive operator support, as well as creative recipe and usage ideas, showcasing the versatility of Cholula and its popularity among consumers.

We crafted a targeted promotion for colleges and universities, encouraging trial and showcasing the diverse ways Cholula could be integrated into operations. A recipe book featured inspiration with a unique flair only Cholula could pull off.

This kit also included AR table tents for front-of-house placements across campus, adding a layer of engagement and reinforcing the brand’s identity beyond traditional marketing channels.

Results and Impact

The brand campaign exceeded expectations, inundating the sales team with new opportunities. Our college trial program produced 1,000+ qualified leads, redefining Cholula’s role in foodservice.

The Challenge

The Clarity

The Transformation

Results and Impact

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