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Scoville Heat Units (SHU) are used to measure the spiciness of a pepper or hot sauce. Many of the most popular hot sauce brands have sauces that fall between 2000-5000 SHUs. In contrast, Cholula hot sauce has 1000 SHUs. Because Cholula isn't the hottest hot sauce, many underestimate the flavor it can bring to the table. This campaign aims to show people that using hot sauce isn't just about finding the hottest burn, it's also about adding flavor and culture into a meal.

Consumer Insight

Hot sauce connoisseurs appreciate good food, and love sampling new flavors and combinations. In our research, we found that consumers want an easy addition of flavor to add to their breakfast routine. Many people specifically said that "Cholula is made for eggs."

Brand Insight

The hot sauce market is saturated with hotter brands than Cholula. Many of these brands are said to be "flavorless,"  "dull,"  and "overpowering." On the other hand, Cholula is said to be the perfect blend between flavor and heat. Other brands leave a scorch, Cholula leaves a lasting impression.

Read the whole brief here.

"Fight Fire With Flavor"





Cholula will invade the target market's environments by revamping fire extinguishers where they shop for groceries and go to work.



Cholula will launch a "Flavor Filter" on social media where any diner having a sub-par dining experience can snap a picture of the offending item, and get a Flavor First Responder there with a bottle of Cholula in minutes. They’ll be able to track the status of the sauce right up until the moment it's delivered. Users can repost photos of their flavor heroes with #FightFireWithFlavor.

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An example of the uniform the Flavor First Responders will wear.

What I learned:

  • This was one of the first projects I worked on while in quarantine, so I learned how to set up a zoom link and troubleshoot when things go wrong on the call.

  • I had never worked remotely with a team before this project, so I learned the importance of clear and constant communication with all members of the team.

  • It's easier to go AWOL while working remotely, so I learned the most effective ways to communicate with each person on the team individually. Turns out, some prefer to be contacted individually and some prefer to just use the group chat. 

  • I learned that projects go smoother when you set expectations early on, like, within the first meeting.

  • Everyone has about a million zoom meetings every day, so I learned to make meetings count. A meeting can be 15 minutes long and still wildly productive.

  • I learned that recognizing everyone’s contributions to the project can go a long way. A few weeks into ideating, the team stalled on ideas and began to lose steam. I sent a quick text of encouragement and by the next meeting we had our final idea. 

Manager: Jenn Jacobson Paskett 

Content: Andrew Rhee

Strategists: Erin Anderson, Brooklyn Cathers

Art Director: Navia Taylor-Jensen

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