Cholula hot sauce, Building a Cult Brand
While other hot sauces just bring heat, Cholula hot sauce brings the flavour to any meal. It’s a hot sauce that comes in five distinctive varieties, each of which offers consumers an exclusive blend of peppers and signature spices. With so much flavour to share, Cholula had a large growth target in a highly competitive category.
The SituationIt takes some sweat and tears to know your hot sauce. We’re talking about undertaking some thorough sophisticated data analysis that would enable us to determine the meal occasions that Cholula could own. We also recognized the opportunity for the brand to shift into cult brand territory. To aid the brand toward a cult brand status, we produced a broader food story using multiple pieces of social content and influencers across many social platforms.
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We began with social listening that allowed us to understand the conversations Cholula’s community was having online. We leveraged that data to build a comprehensive content strategy that outlined the content we knew would keep our audience engaged. We also developed relationships with key influencers who helped bring new users into the Cholula franchise.
Across all major platforms – Facebook, Twitter, Instagram, SnapChat – we focused our content on key mealtime moments we knew were important to our community based on our social listening. We shifted the brand into a pay-to-play model to ensure our content would be targeted towards a key audience and shifted the language of our content into a cult brand space.
Creative was data informed to increase relevancy and mass appeal. Content was designed to recapture lost ground with breakfast meal occasions as well as playing to seasonal outdoor / BBQ meal occasions.
Market penetration for the brand is up well above plan, sales growth is now exceeding category growth. Consumers are deeply engaged with our content and ad performance is above industry norms. Importantly, our social content is now being adapted for other countries.