Pass It Down
Like most hot sauces, Texas Pete has loyalists and fanatics who swear by its flavor. But to fight the market leader, they needed a new approach. Surveys and customer segmentation revealed a winning insight—we’d let the other guys be condiments. Condiments are afterthoughts. Texas Pete is an ingredient. Through a multi-media campaign centered on recipes and sharing the sauce with loved ones (and new product packaging to allow for pours versus shakes), we changed the conversation. Texas Pete won—on the table and in the kitchen.