Changing the status quo can be difficult, and Picaflor reached out to us to help them do just that. Hot sauce shouldn’t be something you fear as much as you enjoy it.
Our social media strategy was education forward, with a significant emphasis on recipes that used the sauces as an ingredient to incentive a shorter buying cycle.
“Before Triarc, Picaflor only had a base social presence but was beginning to win awards. With their help, we created impactful messaging around our naturally fermented, probiotic hot sauce to share with the world, while monetizing the awards and producing engage-worthy content for all social channels.” - Marcus McCauley, Founder
The label “fermented hot sauce” is a lot to unpack, and our social team was up to the task.
The social strategy combined the best elements of education with mouthwatering content. Our aim was always to keep the feeds as colorful and engaging as the branding on each bottle.
A standalone bottle does not make a photo; we needed to capture the hot sauce lifestyle in apologetic color.
The bright colors of the sauces, labels, and pepper flakes lent themselves well to photoshoots that were themed by color or cuisine.
Picaflor’s rapid expansion in Whole Foods Markets was met with a problem: people didn’t know to look in the refrigerated aisle for a product that isn’t traditionally chilled.
We created brand awareness advertisements that focused on the product location in Whole Foods, as much as the product features. This helped to improve retail pull through and was a good way to introduce the concept of fermentation in hot sauce.