PROBLEM:
Texas Pete Hot Sauce was purchased from a private barbecue stand in 1929 and grew into a regional phenomenon. The T.W. Garner Food Company came to Van Winkle & Associates in 1992 to help develop the Texas Pete brand in new markets and expand its dominant regional position.

SOLUTION:
Van Winkle & Associates conducted a total brand assessment and relevancy study and, based on the results, developed an umbrella strategy designed to both support the core product and promote line extensions. The agency also helped redefine the Texas Pete target audience and create a new brand position.  We developed a new image for the product, maintaining its 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.

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