Case Study: Hot Sauce Brand Brings the Heat with New Flavors
1.75x
iROAS
3.9%
Hero Sales Lift
The Challenge
A renowned hot sauce brand partnered with Chicory to launch three bold new hot sauces—Buffalo, Sriracha and Sweet & Spicy—each packaged in convenient squeeze-top bottles. The campaign aimed to drive awareness and trial during the late summer and early fall months, a key season for flavorful cooking and tailgating.
The Strategy
To reach shoppers craving bold, spicy meals, Chicory activated its shoppable Premium In-line and Pairings ad units across top recipe websites. In-line ads targeted high-intent ingredient searches such as Hot Sauce,” “Tabasco Sauce,” “Buffalo Sauce” and “Sriracha.” Meanwhile, Pairings ads were strategically aligned with recipe categories like “Dressings & Marinades,” “Spicy Foods,” “Savory Breakfasts,” “Quick and Easy Meals,” “Weeknight Meals” and “Tailgating.”
With just one click, shoppers could add the featured sauces to their online grocery carts at participating retailers—making meal planning and shopping effortless as they browsed recipes.
The Results
The campaign delivered strong results for a new product launch, generating a 1.75x incremental ROAS and a 3.9% sales lift on featured products. It proved that recipe-based media is a powerful driver of product discovery, trial and flavorful cravings.
