McCormick & Company’s Tabata Gomez knows that sporting events are key snacking events, which is why Frank’s RedHot was present for the largest game of the year: The Super Bowl.
“Frank’s RedHot is a fixture in sports viewing and game day culture, so we always go big around this time of year,” says Gomez. “But Frank’s doesn’t need to buy an in-game ad to be a part of the Super Bowl, because we are already at everyone’s Super Bowl party. We are in the Buffalo chicken dip, in the Buffalo wings, and in so many other foods people eat during the Big Game like pizza, chili, you name it.”
The National Chicken Council estimated that Americans would consume 1.47 billion chicken wings while watching the Super Bowl. Buffalo chicken sauce is the most popular topping, according to a report from Coffeeness, which analyzed search traffic of around savory food in 29 U.S. states. Frank’s RedHot is usually the key ingredient in making buffalo chicken dip, selling 2.5x more than any other brand and representing one fourth of all hot sauce sales during the Super Bowl, according to Gomez.
“Our big opportunity is to intercept the conversation in a way that only Frank’s can, and this year we did it by pairing two icons: Frank’s RedHot and Paris Hilton. Because only Pairs Hilton could add even more flavor and flair to our iconic brand,” said Gomez.
The brand ran a social media campaign starring Hilton, who dresses up her bottles of Frank’s Red Hot. “Our social media campaign is about having fun with flavor and heat, and for fans to do the same,” she added. “Five one-of-a-kind bedazzled bottles of Frank’s RedHot and cash prizes to buy enough Frank’s RedHot for life were on the line for people ready to share with us their favorite food pairings.”
Brand Innovators caught up with Gomez to talk about the hot sauce category, working with Paris Hilton & what goes into a great Super Bowl campaign. This interview has been edited for length and clarity.
What is going on with the business that you want to push this brand to such a wide audience?
Let me start by saying, McCormick is all in on heat. Afterall, we are the No. 1 hot sauce company in the world. We have global iconic brands, scale, technology, and expertise that we have been building for decades. Heat is an incredible platform. Hot sauce is one of the fastest growing segments in the condiments and sauces aisle, and McCormick has the No. 1 (Frank’s RedHot) and No. 2 (Cholula) hot sauce brands in this space.
Let me share some facts about the power of Frank’s RedHot. Frank’s RedHot reaches 2x the number of households vs. the next closest competitor. Frank’s RedHot dollar sales are 3x bigger than the next closest competitor. Frank’s RedHot sells over 6x the volume of the nearest competitor.
For perspective, in the US, Gen Z and Millennials use more hot sauce than ketchup. Younger consumers love Frank’s, with recent research showing that Gen Z considers us “an icon and a staple” for their everyday meals. This is a great opportunity for our brand. Frank’s RedHot flavor profile is No. 1, the perfect blend of flavor and heat. Zesty and tangy. Consumers love it.
You took an entertaining approach to the spot. What led to this strategy?
To reinforce the essential role Frank’s RedHot plays in every Big Game gathering, the brand teamed up with Paris Hilton, who knows what’s hot and what’s not.
When thinking about what Frank’s RedHot embodies – bold, confident and fun – Paris was a natural fit for this collaboration. She likes to shake things up, and that’s what Frank’s RedHot is known for too.
Paris’ iconic tagline, “That’s Hot” perfectly aligns with Frank’s RedHot personality and playful energy. So of course, the content had to be entertaining.
Who do you hope this ad connects with?
Frank’s RedHot resonates across different generations and demographics. Our goal was to reach Millennial and Gen Z consumers who enjoy experimenting with heat and flavor while also reconnecting with consumers that grew up with the brand and showing them different ways to enjoy their favorite sauce.
And as a timeless pop culture icon who has remained influential across generations, Paris Hilton brings a special energy to the collaboration that resonates with fans old and new.
Fans who grew up with Paris feel a sense of familiarity, while Gen Z fans are just getting to know her through her resurgence and relevance in modern pop culture. Frank’s RedHot is the go-to hot sauce for Millennials and Gen-Z thanks to its bold and authentic flavor. And Frank’s is known for its confident, witty spirit – just like Paris – so this collaboration is the perfect way to reach existing and new fans who love to experiment with heat and flavor.
What makes for a great Super Bowl ad?
A great Super Bowl ad needs to be distinctive and memorable. It needs to be meaningful and relevant to the target audience. The message must be heart and mind opening; meaning it could make you laugh, smile, cry, remember… it needs to make you feel. Ideally it would also clearly communicate the benefit. It should also be consistent with the brand look, tone, feel and character.
In today’s world there are opportunities to activate around the Big Game without needing to have an ad in the game. And that’s what Franks’ RedHot did. In fact, because Frank’s RedHot is already part of everyone’s Super Bowl party, what matters to us is the period leading up to the Big Game. That’s when people buy Frank’s to make their Buffalo chicken dip, their Buffalo chicken wings and to have a bottle or three available for the Big Game party spreads. By the time the Super Bowl happens, Frank’s will have already sold at least 2.5x more than any other hot sauce brand.
We know the Big Game is much more than sports. It’s about food, flavor, vibes, culture, and making memorable moments. Fans want to get in on the fun so having something that encourages engagement is key. A chance to win prizes like bedazzled bottles of Frank’s and enough cash to get you Frank’s for life also works. It takes a campaign from “That’s Hot” to “That’s RedHot.” Just take a look at the comments on our social media platforms.
How will this campaign live on beyond the big game?
Fans of Frank’s RedHot know that our hot sauce is the perfect blend of flavor and heat. And to stay true to the iconic and irreverent brand of Frank’s RedHot, we will be as expansive as our tagline: “I put that S#!T on everything” – showing fun and unexpected ways to shake things up with Frank’s.
What other snacking opportunities are on the horizon for the brand and how will you be showing up to connect with consumers around these events?
Spicy products continue to drive growth in food categories as consumers look to enjoy flavor and heat with 44% of Gen Z wanting to see more hot and spicy flavors. Consumers are experimenting with different hot sauce flavors and adding them to foods ranging from noodles to desserts and everything in between. This gives us great opportunities to connect with consumers year-round.
We will continue to find unique ways to connect with consumers leveraging the Frank’s RedHot personality. It’s just such a fun and irreverent brand that people love to engage with it. It’s one of those brands that puts a smile on people’s faces.
What were your favorite ads from the game?
I really love watching all the ads. Several ads this year had big name celebs and celeb cameos – mascots included – making what’s new feel familiar. The content leaned into simplicity and by and large it was fun, funny and lighthearted with a nod to nostalgia. I loved it. A few of my favorites were: Ram Trucks Goldilocks, Michelob Ultra, No Reason to Hate, Instacart, Budweiser, When Sally Met Hellmans, and so many others.
