An international advertising publication has selected an ad campaign for Winston-Salem-based Garner Foods to be featured in its December issue. Vienna, Austria’s Luerzer’s Archive magazine features print and television campaigns of excellence from around the globe.
“We’re overjoyed by the effectiveness of the campaign in building awareness for our Texas Pete® hot sauce brand,” says Garner Foods’ Chief Marketing Officer, Glenn Garner. “Being featured in an international publication for our work helps bring recognition to our team and to our region.”
The series of 15-second commercials delivered through digital devices is termed “Drama for Your Mouth” and turns the mouth into a stage as the backdrop for the series of humorous ads. “Texas Pete® is more than hot,” Garner says. “It’s an experience with a multitude of bold, yet balanced flavors. These spots capture that experience and bring it to life for each of the brand’s many flavors.” In the spots, the mouth becomes the stage of an old candlelight theater and hosts anthropomorphized chilies, garlic cloves, a stick of butter, and more. Each character personifies the flavors of different Texas Pete® sauces, giving viewers a figurative glimpse into the ways Texas Pete® tantalizes the tastebuds, from the triumphant flavor of sautéed garlic to the sultry, buttery taste of wing sauce. “The art direction for these commercials was superb and the wit leaves viewers wanting more,” Garner concludes.
Creative Director Greg Nobles explains, “The idea came from thinking about what happens when you use Texas Pete®, how do your tastebuds react, how does your mouth react? Tasting Texas Pete® is dramatic—and that led into the thinking that your mouth is the stage for all these flavors that come to life when you use Texas Pete®.” The national digital campaign led to the highest online engagement in the history of Texas Pete®, with more than 18 million impressions over a three-month period. Linked with leading smartphone app sports sites, the campaign launched in time for college tailgating season in August and was also featured on digital sites ranging from YouTube to Hulu. Creative development was crafted at Creative Energy’s Johnson City, Tenn., office, and the videos were filmed in Salt Lake City, Utah, by Fueld Films.
The team included: