Social / Video
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.
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.