Design point-of-sale posters that demonstrate how Cholula Hot Sauce can make ordinary everyday food taste supremely good.

Most condiment advertising often focuses on making great food (whipped up by gourmet chefs) taste even better. We wanted an approach that was more relevant, insightful, and humourous. Hence the idea of 'rescuing food'. We turned this into a visual pun, demonstrating how Cholula Hot Sauce literally rescues animals (food sources) from perilous situations. For a more quirky feel, we decided to use illustrations.

The in-store campaign achieved outstanding product recall and increased sales of Cholula Hot Sauce by almost 150%. Consumers loved the fresh and funny approach to condiment advertising and some returned to request for the posters. This helped the store to achieve even higher sales than usual.