One of the things we are known for is bringing a consumer feel to B2B advertising. In an environment where the snore factor is high in creativity, such as foodservice advertising, we’re kicking in a new ad campaign for Texas Pete® Hot Sauce that is anything but boring.
Our “Kitchen Hero” series of ads is a hats-off to the creativity of culinary as part of a marketing strategy to target the culinary chiefs of major national chains.
The ultimate payoff is increased high-volume national account sales based on the flavor of Texas Pete® products coupled with the company’s culinary support to make menus more successful for the chains.
This approach is unique in that it is tied to a similar retail strategy that promises that the bold, balanced flavor of Texas Pete® Hot Sauce will make chefs, and chefs at heart, a hero at the family dinner table.
The foodservice campaign that is rolling out now in major trade publications will transition from models to actual chefs or multi-unit operators who count on Texas Pete® Hot Sauce to fire up their menu. The campaign will also tie to online webisodes, like the one that we recently completed in Portland, OR with the owners of a hot breakfast concept called Pine State Biscuits. The tactic is to bring print ads to life by featuring a “Kitchen Hero” in a highly stylized print ad, with the ad directing the reader to an actual visit to their operation via YouTube. Hosted on the company’s foodservice website, the Texas Pete® TV webisode series is a one-of-a-kind approach to converge print with digital storytelling that our big chain menu developer targets can watch as well as read.
Even more of the strategy will roll out soon with another component to the campaign that will bring even more attention from major national restaurant chain executives via a competition. Stay tuned for more on this breakthrough strategy designed to support sales in a big way.