The archive · Content & Film · Marketing decision · 2024
Frank's RedHot puts its sauce on every food advertised in the 2024 Super Bowl
During the 2024 Super Bowl, Frank's RedHot promised real-time proof of its brand claim: sauce on every food advertised in the game, eaten live.
Frank's RedHot (McCormick)
What it had to solve
The brief began with facts: more food brands advertised in the 2024 Super Bowl than ever before, and Super Bowl Sunday is the world's biggest snacking day — 14,500 tons of chips, 3.8 million pounds of popcorn and 1.3 billion chicken wings. Frank's RedHot is the hot sauce that goes on literally every food, so the idea had to be as big as the game itself.
How it works
More food brands advertised in the 2024 Super Bowl than ever before, and Super Bowl Sunday is the world's biggest snacking day: 14,500 tons of chips, 3.8 million pounds of popcorn and 1.3 billion chicken wings. Frank's RedHot is the sauce that goes on literally every food.
The brief was to turn those facts into an idea as big as the game: put Frank's RedHot on every food advertised during the Super Bowl in real time, then eat them all in front of captive social audiences.
As each food brand's commercial aired, its advertised food got the RedHot treatment on camera, turning every ad of the night into a live demonstration that the sauce goes with everything. The play is archived in the D&AD awards archive.
Why it lands
- The facts made the moment unmissable: record food ads met record snacking, so the game was the one stage where 'goes on everything' could be shown at scale.
- Real time removed the gap between claim and proof — food, ad and sauce appeared together, with nothing left to explain.
- Eating on camera gave the stunt a visceral, shareable centre that a slogan alone could not produce.
- Riding competitors' ad slots turned rival Super Bowl media spend into Frank's own stage.
What it did
The brand's central claim met its biggest test on the biggest food-advertising night of the year: every advertised food got the RedHot treatment in real time, with the eating itself as the proof. The play is archived in the D&AD awards archive.
What you can take
When competitors' ad slots dominate a moment, real-time reaction can make your product the co-star: the bigger their stage, the bigger your demonstration.
Since then
For Frank's RedHot and its parent McCormick, the game's food-advertising moments became a live stage for the brand's central claim: whatever the year's biggest food ads sold, Frank's could sauce it. The play is archived in the D&AD awards archive as real-time proof built on Super Bowl Sunday's record snacking.
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