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Glass of Lager

A bottle of Frank's RedHot sauce

The Brief

Embed Frank's RedHot sauce into UK culture to help it become the number one hot sauce brand, whilst showcasing how it can kick any food occasion up a notch.

The Strategy

In summer 2024, we knew there was only going to be one thing on everyone’s lips, and research showed it also over-indexed with hot sauce fans… The Euros.

The Execution

We created The Flager...the spicy new way to enjoy your match day pint 🍺🌶️ ⚽! Lager, ice, Frank’s RedHot Sauce, and a squeeze of lime… It’s DOUBLE NAUGHTY 🍺🌶️

And who better to get people to try it than football hard man, and pub landlord, Danny Dyer.

After releasing the launch video on Frank's social pages the coverage rolled in, WhatsApp groups blew up and it was taste tasted live on TV.

Reaction

1M+ Organic Hero Video views

9.5% social engagement rate

40+ Pieces of Earned Media Coverage

154M+ Reach

Action

18%+ Uplift in UK sales following the launch

Number 1 Hot sauce
in the UK
as of July 2024!

PRWeek Coverage Clipping - Flager.jpg

Frank's Redhot Sauce, 'The Flager'
- PRWeek

Daily Star Coverage Clipping - Flager.jpg

EastEnders legends Danny Dyer and Ross Kemp at war over the 'perfect pint'
- Daily Star

Daily Mail Coverage Clipping - Flager.jpg

Daily Mail.png

'This is bang on': British actor Danny Dyer launches new cocktail lager 'Flager'.
- Daily Mail

The Drum Coverage Clipping - Flager.jpg

The Drum.png

Ad of the Day: Danny Dyer introduces hot sauce and lager. Football’s new tipple?
- The Drum

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