Reminding America that when your cooking is at its worst, Cholula is at its best. 

Quarantine unlocked an unusual business opportunity for Cholula: many Americans who were terrible cooks were now stuck inside, cooking for themselves three meals a day. As a hot sauce that tastes good on an amazing variety of foods, they were in a position to help.

We created Choose Cholula as a contextual campaign to live alongside food content online, and to remind people that a lot of the things that they aren’t good at cooking, Cholula can improve. We selected foods to feature based on up-to-the-moment consumer trend insights, targeting the food combos that Cholula fans were giving love to online, and chose media placements that created a contextual environment for each product story, showing up with funny, punchy web spots right when people were hungriest: mid content-binge.