Texas Pete has been on grocery shelves in the US since 1929. For many of those years it had a free rein in the spicy red pepper sauce category. Competition was low – confined to an “old guard” of established brands like itself. Now, competition isn’t. But now, Texas Pete is also part of a current food trend and parent, Garner Foods, wanted to make sure it was a front-runner in that trend. In 2024, the brand chose McKinney to do that.
McKinney realised that challenger brands have a better chance at attracting attention and the brand had been known mostly in the US’ South, so the campaign aims to reinvigorate a nearly 100-year-old brand with modern quirkiness and a link to another trend – Southern (country) music. The campaign’s four music videos brings the brand’s overlooked cowboy mascot back to centre stage with a catchy boot-stomping song.
The video-led campaign is running across CTV, online video and social and will appear in retail search, in-store aisle signage and merchandising in the US throughout the year.
Credits
Client: Garner Foods [Texas Pete]
Director of Marketing: Katie Chaffin
Marketing Coordinator: Lauren Paschal
Agency: McKinney
Co-Chief Creative Officer: Lyle Yetman
Executive Creative Director: Will Dean
Associate Creative Directors: Jamie Steentofte & Knowlton Bourne
Project Manager: Jamie Delgrosso
Group Strategy Director: Kerry O’Connor
Strategist: Chandler Condrone
Senior Social Strategist: Krista Journey
Social Strategist: Hanna Heaney
Group Client Director: Ryan Gardiner
Account Director: Gillian Mcbrayer
Account Supervisor: Marc Wilson
Group Media Directors: Brandon Clark & Michelle Wilson
Senior Media Planner: Sophia Leal
Media Planners: Catherine Johnson & Blake Collins
Media Director, Paid Social, Search & SEO: Barry Salus
Executive Director, Production: Kara O’Halloran
Producers: Savanna Stephens & Natty Cabral
Senior Business Affairs Manager: Nicollete Kolb
Production Companies: CYLNDR & Caviar
Content Creator: Pyro Little
Directors: Mark Potoka & Matt Spicer
Executive Producer: Salim El Arja
Head of Production: Cat Craven-Griffiths
Production Supervisor: Sarah Craig
Line Producer: Ian Fingland
Executive Producers: Christian Tyler & Alex Dall’Orso
Director of Photography: Adam Marsden
Product Director: Electa Porado
Stylist: Keith Wager
Hair & Makeup: Christine Kohut
Post-Production: Mondial
Editor: Lane Maloney
Assistant Editor: Madison Hoffmann
Executive Producer: Patrick Mack
VFX Artist: Damian Riddell
Flame Artist: Alan Simonelli
Colour & Conform: Will Renton
Executive Producer & Head Of Sync: Kamela Anderson
Creative Director: Mike Jurasits
Composer: John Chris Barnes
Post Producer: Rob Suchecki
Mixer: Sloan Alexander
