Tattoo Hot Sauce - Flavors that Leave a Mark

The Opportunity

Tattoo needed to lift sales, support retail distribution and demonstrate traction with consumers.

The Strategy

Sawtooth conducted an I-Factor study to understand the hot sauce market, consumers and drivers of the category. Our strategy team also wanted to understand if there were any unique insights that created a space in the market Tattoo could fully own. 

Our team’s insights revealed that consumers are generally interested in trying a new hot sauce and experiencing new flavors. This was exciting news for Tattoo, where more than half of consumers are interested in trying a new hot sauce that offers globally inspired, flavorful sauces that go beyond heat — the brand’s selling position.

Our team created a campaign that drove sales and introduced new consumers to the brand — and most importantly, solidified Tattoo a spot on retailers’ shelves.

The Results

• Successfully introduced Tattoo to — and brokered engagement with — the “foodie” community, exceeding impressions +15% (6.2M), CPC -.16% ($0.80) and CTR +143% ( .73%) benchmarks, while achieving a 5x frequency

• Sawtooth’s investment in social content development, doubling what Tattoo had, helped establish the brand essence when followers arrived, doubled Facebook followers

• 76% of consumers first became aware of Tattoo through this campaign

• On the shopping app, Shopkick

  • 38k in-store scans

  • 3,564 units moved*, 1.74/cart

*Post-campaign learning: inventory stocking issues and lower than anticipated traffic due to second COVID wave

The Services

✓ Category and predictive analysis

✓ Brand tracking 

✓ Message testing

✓ Brand strategy

✓ Campaign ideation, creation, and execution

✓ Content creation and management

• Video

• Social media

• Trade

✓ Production

✓ Community management

✓ Media strategy

✓ Media planning and buying

✓ In-house social

✓ Measurement and analysis

✓ Data-driven analysis and recommendations