Is Frank’s RedHot the greatest sauce of all time? Ludacris, his Disturbing the Peace Posse: Chingy, Shawnna, I-20 and DJ Infamous, and a rapping goat want Super Bowl fans to understand that nothing transforms ordinary football food into game-day legends like the G.O.A.T. of sauces.

The Colle McVoy campaign targets heat-seeking Millennials and Gen Z especially during Super Bowl gatherings, by flipping expectations with a playful double meaning of “GOAT”. The campaign kicked off with an ambitious challenge – sell out Frank’s RedHot before kick-off. It began with a fully connected retail push designed to maximise physical shelf presence, then expanded into social with recipe-driven content – Luda Dips and Luda Wings – to drive stock-up behaviour, all tied to the GOAT concept.

The 45-second Super Bowl-timed spot by Colle McVoy builds on that momentum and leads the Eat the GOAT campaign that launched on Meta and TikTok before expanding to OLV and pre-roll.

Jessic Henrichs, CEO, Colle McVoy, commented, “With this campaign, we aimed to win the Big Game well before the coin toss. With a retail-first approach, we drove stock up. Starting in-store, we then extended the idea across social and digital to reach consumers as they planned their game-day spreads.”

Ludacris added, “Timeless flavour, timeless flow. When something’s been the GOAT this long, you don’t just taste it – you feel it. I’m excited to partner with Frank’s RedHot to revel in GOAT status.”