RAGÚ: FACING A CHALLENGE 🔥
As the pasta sauce aisle evolves and competition intensifies, RAGÚ’s reputation as the undisputed leader of sauce was slipping away. Caught in the middle between premium offerings and private labels, RAGÚ struggled to win over Millennials and gen z, who viewed the brand as the “sweet sauce of their childhood” – out of step with their adventurous palates.
SPICE WAS THE ANSWER
Knowing Millennials and Gen Z obsessed over heat – with 59% preferring very spicy foods, even 1 in 4 bringing a personal hot sauce bottle into restaurants (Technomic) – RAGÚ teamed up with a partner who could credibly open its doors to the world of spice.
A BOLD TWIST ON PASTA SAUCE
To re-engage this audience and reclaim market leadership, RAGÚ needed to redefine itself for a new generation. The goal was clear: shed the outdated “sweet” image and win the hearts – and taste buds – of younger, flavor-seeking consumers.
🔥 HOT ONES WAS THE PARTNER 🔥
Hot Ones – the iconic series known for its authority on heat. RAGÚ leveraged Hot Ones’ spice cred to transform brand perception and helped Hot Ones expand its influence into a new grocery aisle. Together, the RAGÚ x Hot Ones Limited-Edition Heat Pack was born – a trio of hot, hotter, and hottest pasta sauces, each with a distinct spicy twist.
THE RAGÚ x HOT ONES HEAT PACK:
The RAGÚ x Hot Ones Limited-Edition Heat Pack features three unique spice-forward flavors:
A RECIPE FOR CULTURE
A Hot Ones YouTube episode with Lil Yachty drove authenticity and social buzz when the product was declared “fire” by no less than Yachty himself.
MORE THAN JUST AN EPISODE
Campaign amplified through Instagram, Facebook, YouTube, X and TikTok.
THE CAMPAIGN LAUNCHED DURING FOOTBALL SEASON
🔥 SOLD OUT IN HOURS 🔥
The sauces sold out on Amazon within hours of the Lil Yachty episode.
