Frank’s RedHot “Ruffalo Sauce”
Sexiest Sauce Alive
The Insight
Frank’s RedHot has been bringing the heat for over 100 years, but with the hot sauce market becoming oversaturated with competition, Frank’s is struggling to stand out.
The Idea
Frank’s calls in objective hottie Mark Ruffalo to crank up the heat and introduce RUFFALO SAUCE. The duo will partner with PEOPLE Magazine to launch an over the top, tongue-in-cheek campaign to introduce the “Sexiest Sauce Alive.”
HOW WE LAUNCH
For the initial launch of “Ruffalo Sauce,” Mark Ruffalo will appear on the YouTube cult-classic show, HOT ONES where he and host Sean Evans put the sauce to the test.
HOW IT LIVES
Mark Ruffalo will do a photoshoot for PEOPLE Magazine recreating the iconic 70’s Burt Reynolds centerfold for Cosmopolitan.
HOW WE SURPRISE AND DELIGHT
In the week leading up to the release of Ruffalo Sauce, Mark Ruffalo will surprise people buying his copy of PEOPLE Magazine at newsstands around the city.
Mark will pop out and eat Ruffalo Sauce-drenched wings with fans right there on the street.
HOW WE HOT BOX
As a way to engage the diehard fans on social media, Ruffalo Sauce will reach out to all of the vocal supporters of Mark Ruffalo’s bid for Sexiest Man Alive over the years and send them a swag box of Ruffalo Sauce and other promo items.
PAID SOCIAL
Hopping on the social media trend of saying outrageous things to hot men, Frank’s RedHot will lean into the comedic thirst culture that is dominating social feeds.
