CHOLULA BRINGS MORE THAN JUST THE HEAT
We help Cholula go from a challenger brand to a cult favourite.
When people think “Cholula,” they think “Mexican food.” But to grow beyond the category and increase their market share, they had to go toe-to-toe with The Big Three: Frank’s Red Hot, Tabasco, and Sriracha. And they had to do it on a fraction of their budget.
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FUSE Marketing Group • 379 Adelaide St. West, 4th floor • Toronto, ON M5V 1S5 • 416-368-FUSE (3873)
We used advanced social listening and sophisticated data analysis to find white space where Cholula could plant their flag. Our deep-dive research revealed that Cholula was under-represented in the breakfast category.
This was our in.
We set out to make Cholula part of the breakfast conversation with a wide array of highly relevant video content. We shared recipes, demonstrated new and exciting ways to use Cholula, and leveraged cultural insights and emerging food trends to increase content relevancy and mass appeal.
The results were pretty damn tasty. Cholula saw stunning growth of 5.6% - double the overall category growth for the year. Brand engagement rates increased fivefold, helping Cholula achieve the cult brand status it deserved.