Cholula Foodservice

Cholula Foodservice

Hot sauce, as a category, is a commodity. It's just a box to check for operators, so they don't put much stock into it. Add in the regional fandom for some hot sauces and the category seems set, which is why we decided that Cholula® isn't so much a hot sauce, but something more. We tapped into consumers' undying love for this challenger brand and developed a new positioning and an entirely new category, because "It's not hot sauce—it's Cholula!"

  • Advertising
  • Brand Development
  • Collateral & Sales Support
  • Digital
  • Email Marketing
  • Interactive
  • Media
  • Packaging
  • Print
  • Social
  • Strategic Planning
  • Strategy
The iconic new look for Cholula had three key elements. One, because the Cholula flavor is perfectly balanced, the food was the hero. Two, the accent color in the creative always matched the sauce that made up the food, showing a seamless integration. And three, the upside-down bottle was a metaphor for the perfect punctuation on your dish.

The iconic new look for Cholula had three key elements. One, because the Cholula flavor is perfectly balanced, the food was the hero. Two, the accent color in the creative always matched the sauce that made up the food, showing a seamless integration. And three, the upside-down bottle was a metaphor for the perfect punctuation on your dish.

The ads were food dominant with bold art direction. The language was bold and nuanced, reflecting the beloved sauce.

The ads were food dominant with bold art direction. The language was bold and nuanced, reflecting the beloved sauce.

Our responsive landing page brought the benefits of Cholula to life.

Our responsive landing page brought the benefits of Cholula to life.

Our digital ad units covered a wide range, all promoting the benefits of using Cholula.

Our digital ad units covered a wide range, all promoting the benefits of using Cholula.

Our paid social campaign—covering canvas, carousel and other ads targeting by job title—became wildly successful.

Our paid social campaign—covering canvas, carousel and other ads targeting by job title—became wildly successful.

We created a giveaway with bottle neckers to go on sample bottles and communicate our message.

We created a giveaway with bottle neckers to go on sample bottles and communicate our message.

We developed a promotion for colleges and universities to encourage trial.

We developed a promotion for colleges and universities to encourage trial.

Along with our promotion, we developed a recipe book to show operators how they could be using Cholula in their operation.

Along with our promotion, we developed a recipe book to show operators how they could be using Cholula in their operation.

We created an augmented reality experience—designed in the consumer look—to go in restaurants.

We created an augmented reality experience—designed in the consumer look—to go in restaurants.

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