Super Bowl Case Study: Inside a Spicy Social Marketing Win for Frank’s RedHot and Jason Kelce
McCormick and Colle McVoy teamed up for a multi-brand blitz that drove big gains during the Big Game
McCormick and Company didn’t need Taylor Swift and Travis Kelce or even the Kansas City Chiefs for its Frank’s RedHot brand to win Super Bowl 58. It just needed to cover their zone of influence.
Tabata Gomez took McCormick’s CMO role in November after more than six years as a marketing leader with Stanley Black & Decker and more than 12 years managing brands for Procter & Gamble. At the time, McCormick had retail advertising ready to push supplies of Buffalo wing and chicken-dip staple Frank’s RedHot hot sauce during the Super Bowl, but was struggling with a departing agency partner’s AI-driven campaign that wasn’t testing well with audiences.
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At my wedding, my grandfather handed me an old passbook. My father quickly took it and said, “That bank shut down in the ’80s—he’s just confused.”
Part 2 “Mr. Mercer?” he said again, his voice carrying the weight of bad news and good news tangled together so tightly they were impossible to separate. The second executive,…
Part 2 + 3: I kept $20M in my mom’s safe. Next morning she was gone with it—and I laughed because of what was inside
Part 2 Because the black bag they raced out of that house with only had… Twenty million dollars in perfectly printed counterfeit bills. I had swapped the real purchase packet…
Part 2 + 3: My daughter married a Korean man when she was 21. She hasn’t been home for twelve years, but every year, she sends $100,000.
Part 2 And then, someone called out in a voice I would know anywhere. “Mom…?” The single word hit me like a physical blow. My heart slammed against my ribs…
My sister switched my baby powder with flour as a joke during a family visit. Thirty seconds after I used it, my six-month-old baby stopped breathing. I rushed her to the hospital…
Part 2 “It looks like someone deliberately exposed her,” Dr. Morrison finished. The words landed like broken glass in an open wound. I stared at her, the hospital blanket twisting…
Part 2: I am 65 years old. I got divorced 5 years ago. My ex-husband left me a bank card with 3,000 dollars. I never touched it. Five years later, when I went to withdraw that money…
Part 2 The manager’s heels clicked across the polished tile like a countdown. She was in her early sixties, silver hair pulled into a neat bun, navy suit tailored sharp…
Part 2: At my wedding, my grandfather handed me an old passbook. My father quickly took it and said, “That bank shut down in the ’80s—he’s just confused.”
Mr. Mercer?” the second executive repeated, his voice low and measured, like a man delivering news that could tilt the rest of a life. His name tag read Richard Harlan,…
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