Case Study for Agency
03-1033151-092

Problem: Texas Pete Hot Sauce was purchased from a private barbeque
stand in 1929 and grew into a regional phenomenon. The T.W. Gardner
Food Company came to our agency in 1992 to help develop the Texas Pete
brand in new markets and expand its dominant regional position.

Solution: Our firm conducted a total brand assessment and relavancy
study. The results were used to develop an umbrella strategy designed
to support the core product and promote line extentions. The target
audience was redefined and a new position was created for the brand.
The agency developed a new image for the product, maintaining the
conservative heritage while establishing a new look and personality.
High value FSI's were launched around traditional high usage occasions
and spot market TV was placed with regional network programing.

Result: Double digit share gains were realized in all markets enabling
Texas Pete Hot Sauce to become the number one selling hot sauce South
and the number three brand in the US. Distribution gains have expanded
the brand's territory to include all markets east of the Mississippi.
The bottomline- sales increases have been recorded every year.