Cholula Launch

Social / Video

The Task

McCormick acquired Mexico’s number one hot sauce brand, Cholula, in Autumn 2021, and tasked jellybean with launching its newest brand into foodservice, showcasing its versatility and potential as an ingredient in a wide range of cuisines and sectors. Differentiating the brand from Frank’s RedHot, McCormick’s other hot sauce product, was also a key consideration.

Cholula Logo
Cholula Foodservice Launch Case Study
Cholula Foodservice Launch Case Study
Cholula Foodservice Launch Case Study
The Solution

We engaged 11 of the UK’s best chefs, including Nathan Outlaw and Lisa Goodwin-Allen, and asked them to take Cholula and blend it with their own signature cooking style, using it to elevate and put their own unique stamp on dishes with the help of the iconic hot sauce. From their great recipes we created the Fusion Mexicana recipe book download, which was promoted to chefs via highly targeted social and digital comms with standout creative content. This was supported by trade PR and influencer engagement, along with sponsorship and product placement at the Annual Craft Guild of Chef Awards.


The Results
  • 140,000 impressions and 182,000 opportunities to see
  • Plus, the core KPI of recipe book downloads was smashed by 400% with over 1,000 downloads
“We loved this idea and the recipe book that Jellybean created. To have had so many downloads so quickly is absolutely fantastic and is testament to the calibre of chefs and recipes in the recipe book and the hard work Jellybean put in to make it happen.”
Category & Consumer Insights Manager EMEA, McCormick Flavour solutions

Jellybean Creative Solutions

jellybean is an award-winning independent food and drink integrated marketing agency, specialising in foodservice, convenience retail, trade FMCG and consumer. Offering a one-stop-shop, from consultancy to activation across design, marketing, PR, social and digital communications.

Contact Details…
  • Jellybean Creative Solutions,
    15-17 The Crescent,
    KT22 8DY
  • +44 (0)1372 227950
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