FUSE’s new Cholula campaign uncaps real flavour
FUSE expands role from US social media AOR to Canadian AOR for flavourful American hot sauce cult brand
Toronto, ON. FUSE Marketing Group Inc. -- the Toronto-based, privately held integrated agency is responsible for shaping the right narrative for its client, celebrated US-based Cholula Hot Sauce. The agency, leveraging its past success as social AOR on the US business has now been named integrated agency AOR for Canada.
Toronto, ON. FUSE Marketing Group Inc. (www.fusemg.com) -- the Toronto-based, privately held integrated agency offering a full range of consumer insight research, advanced social listening, marketing, brand story mapping, campaign and content creation, XM, digital and social media buying, and more – is responsible for shaping the right narrative for its client, celebrated US-based Cholula hot sauce (www.cholula.com). The agency, leveraging its past success as social AOR on the US business has now been named integrated agency AOR for Canada and has partnered with Cholula’s media agency, Havas Canada for a new multimedia campaign.
Deep data insights and a challenger brand mentality
To help drive demand here for one of the most beloved hot sauces in America, FUSE began with exhaustive research to identify the best market entry and narrative to shape the creative. FUSE also examined sales distribution to help focus campaign efforts and media where Cholula is sold. In collaboration with Havas and Spitball of New Jersey, FUSE has developed an integrated plan under the ‘Uncap Real Flavour’ platform.
“FUSE’s strategy was to introduce Cholula by increasing brand awareness, familiarity and trial, leveraging targeted mass media including digital, out of home, social media, special events sponsorship and experiential activation,” explained Laurie Dillon-Schalk, VP, strategy and insights, partner, FUSE Marketing Group. “As an agency who helps build cult brands, we’re mining multiple sources of data to inform our work at many levels. This helps us protect the economic value generated by a cult brand allowing brands like Cholula to punch above their weight.”
In an effort to tell creative brand stories leveraging the brand positioning Uncap real flavour, FUSE has created original social media video content highlighting Canadian meal occasions for all the regions and cultures of Canada, including new recipes supported with Facebook, Instagram and Twitter postings. The campaign includes digital partnerships with The Score and Spotify developed to include a brand page with a playlist, and brand ads on mobile and desktop with an audio ad.
The activations include pop-ups and samplings at top food festivals in Calgary and Toronto, with branded assets and Cholula ambassadors engaging customers, distributing collateral and assisting sampling and purchase. Out-of-home elements include transit posters and billboards in key urban markets to increase visibility among commuters. The comprehensive program runs until December 31.
“Cholula is the flavourful sauce that is a cut above in flavour,” explained Adam Bleau, managing director, partner, FUSE Marketing Group Inc. “Our campaign leverages the cult brand’s assets while adapting to the Canadian palate, highlighting the product’s flavours derived from natural signature ingredients and unique spices. Our creative digital storytelling across multiple channels combined with our activations will change the way Canadians use Cholula at their meals every day.”
“FUSE has done an outstanding job for us with the brand with its digital and social media work to-date, so when the opportunity arose to expand efforts into Canada, they were our natural choice,” added Sharon Nevins, brand director, Cholula US.
Cholula Hot Sauce is the delicious result of a generations old recipe and a rich Mexican heritage. By using the ripest local ingredients and a creative blend of authentic spices, Cholula quickly became known as “el sabor perfecto,” the perfect flavour. That original recipe has gone unchanged over the years and now expands to three additional varieties, each featuring a memorable taste experience that holds true to the brand philosophy of enhancing while never overpowering. Cholula Hot Sauce celebrates the best taste experience. When you Uncap Real Flavour with Cholula Hot Sauce, prepare to have your food elevated to levels you never expected.
About FUSE Marketing Group
FUSE Marketing Group (www.fusemg.com) is an independent agency of marketers and makers, fusing brands to their audiences through connected experiences. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE leverages data and insights to drive its strategies and creative, always with the goal to deliver impact. It tells stories in all channels with an endless love of technology and innovation. With a proven track record as a valued partner to a roster of leading North American clients, FUSE works in a climate of true collaboration and creativity to drive sales, build brands and grow businesses. To learn more visit www.fusemg.com, www.facebook.com/FUSEmg and on Twitter @fusemg.
For more information, visuals or to book an interview with FUSE Marketing Group, please contact Susan Willemsen or Ruth Colapinto at The Siren Group Inc. Tel: (416) 461-5270.
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