RAGÚ, an 85-year-old favorite, needed to win over Gen Z, who saw it as "sweet childhood sauce." The goal? Bold flavors and a redefined brand.

RAGÚ WANTED MORE THAN A COLLAB WITH BUZZ —
SO THEY BROUGHT THE HEAT WITH HOT ONES.

Generation Z loves spice. Hot Ones, with its reputation in the spice sector, was the perfect partner to expand into a new food aisle that would update its relevance.

RAGÚ x HOT ONES:
A FIERY TWIST ON PASTA SAUCE.

Together, they disrupted the pasta sauce aisle with a limited-edition trio, challenging perceptions and sparking curiosity.  The goal? To make RAGÚ the go-to for adventurous meals that Gen Z craves.

THE RAGÚ x HOT ONES HEAT PACK:

A Limited-Edition featuring three unique spice-forward flavors:

EXECUTING A CULTURAL RECIPE

A Hot Ones YouTube episode with Lil Yachty drove authenticity and social buzz.

BEYOND THE EPISODE:

First We Feast content included: Sean Evans pre-roll ads, Chef Christian's gameday recipes, Custom FeastCuts, Announcement social post, A microsite provided flavor education and recipe inspiration. (Campaign amplified through instagram, facebook, YT, X and tiktok.)

THE CAMPAIGN LAUNCHED ITS PRESS DURING FOOTBALL SEASON.

SOLD OUT IN HOURS

A SPICY REINVENTION:
RAGÚ proved it could evolve, stay relevant, and lead the conversation once again.

PARTNERS

SPICE UP YOUR LIFE WITH RAGÚ